IKEA: IKEA Rent
Jane Dorsett and Derry Simpson
Brand owner: IKEA
Industry: Furniture and furnishings
Media budget (USD): $1 - $3 million
Channels used: Direct marketing, Internet - general, Outdoor, out-of-home, Print - general, unspecified, Product placement, Radio, Television
For IKEA, the world's largest furniture retailer, the launch of its catalogue sets the commercial tone for its whole year. However, research was showing that in Western Australia and South Australia recall of the IKEA catalogue had slumped to an all-time low in 2010. This case study describes a novel approach to product placement in which West and South Australians were told that they would get paid monthly 'rent' if they gave the catalogue a home and would continue to be paid rent for each month they kept it there. The rent was in the form of monthly "rent cheques" that gave customers money back when they bought goods from IKEA stores. Boosting both store and online visits as well as sales, IKEA's Rent campaign delivered incremental revenue and a return on marketing investment of $1.67:1.