IKEA Canada: Moving Day

IKEA, the furniture retailer, needed to retain store traffic and sales against a range of major competitors trying to gain share in the Canadian homeware market.

IKEA Canada: Moving Day

Leo Burnett Toronto

Advertiser: IKEABrand: IKEACountry: Canada

Objectives

How do you create relief for a city in urban chaos…and by doing so, turn that relief into unprecedented sales?

Every July 1st long weekend in Canada, a cultural phenomenon happens unlike any other. The people of Quebec move, not one-by-one, but all at once. They call it Moving Day or Fête du Déménagement, and it leads to complete urban chaos. Imagine 225,000 Montreal residents, in a city of 1.8 million, moving all at the very same time.

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