Campaign details
Brand: IKEA TaiwanBrand owner: IKEAAgency: Ogilvy TaiwanMarket: TaiwanIndustries: Furniture & furnishings retailMedia channels: Online video, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
IKEA had a long history in Taiwan, and its growth had been slowing since 2011, with the perception of affordability figuring as a major hurdle.
We found people’s perception of affordability came from emotional feelings, rather than rational facts. Therefore, we employed a new business model – the IKEA 100 Dollar Store. Located in a night market...