IKEA Switzerland: Private showrooms wanted

This campaign for IKEA, the home furnishings retailer, promoted the opening of a new store in Switzerland and aimed to build awareness and attract as many people to the store as possible within the first few days of trading.

IKEA Switzerland: Private showrooms wanted

Wirz/BBDO Zürich

Advertiser:IKEABrand:IKEA SwitzerlandCountry:Switzerland

Objectives

IKEA: A market leader on challenge

IKEA is the undisputed leader in the Swiss market for home furnishing. During the previous years, the brand had lost some of its uniqueness and distinctiveness though. While the main competitors significantly gained ground, IKEA became a standard for the target group and was mainly associated with low prices. The surprising and inspiring part of the brand vanished and IKEA became more and more a «need-brand» instead of a «want-brand».

A new store opens in Rothenburg/Switzerland

In November 2011,...

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