Agency: Cossette Communication - Marketing | Authors: S Plunkett and H Mathew |
IKEA Burlington opening campaign
Effective retail advertising has one supreme virtue. If it works it works quickly, delivering customers and sales.
Effectiveness can be measured immediately; run an ad on Wednesday and if the store isn't packed on Friday and Saturday, you know something didn't work.
As this case demonstrates, the immediate call to action and 'move-the-product-with-a-sale' mentality is alive and well, but it is being augmented with longer term strategic objectives related to a store's market positioning and image.
The two primary objectives in this case...