IKEA: Playin' with my friends
Agency: Mother LondonAdvertiser: IKEABrand: IKEACountry: United Kingdom
Objectives
Our objectives
Background to our story
IKEA bound onto British shores 25 years ago with great fanfare. Encouraging stuck-in-their-old ways Brits to chuck out their chintz, IKEA rose to leaders of a category buoyed by a thriving property market and new-found cultural love of home improvement. 25 years on, the property market had stagnated and, in turn, the much less buoyant home furnishings category had become much more competitive.
A fragmented market in long-term decline
By 2012, the UK home...