IKEA: Human Coupons
Heather MorrisonLeo Burnett
Campaign details
Brand owner: IKEAAgency: Leo BurnettBrand: IKEACountry: CanadaIndustry: Furniture and furnishingsMedia budget (USD): $1 - $3 millionChannels used: Direct marketing, Internet - general, Outdoor, out-of-home, Print - general, unspecified, Product placement, Radio, Television
Executive summary
For IKEA Canada, the home furnishings retailer, the opening of a new store is a big deal. For most Canadians, it's a pretty big deal too - requests to "please open an IKEA in my area" flood in daily.
However, this was not the...