IKEA: Long Live The Home

Leo Burnett, Toronto

Section I — Basic information

Business Results Period (Consecutive Months): August 2011 – January 2012

Start of Advertising/Communication Effort: August 22 2011

Base Period as a Benchmark: August 2010 – January 2011

Section II — Situation analysis

a) Overall Assessment

Recapturing the hearts and wallets of more Canadians… more often

Despite being one of the world's most iconic brands, a 34-year love affair with Canadians and a historically successful brand purpose – to create a better everyday for the many people – IKEA began to see signs of concern. Quantitative research showed that flattening brand awareness, decreasing product range awareness, negative visitor development, and increasing competition across core home product categories were becoming real roadblocks to continued stellar success.