This case describes the launch of the new Perth IKEA store in February 2008, supported by a fully-integrated communications campaign that began as a tactical campaign to promote a new store and became a brand strategy that redefined and repositioned IKEA for West Australians.
IKEA – Love where you live
Agency: 303 Group
EXECUTIVE SUMMARY
The launch of the new Perth IKEA store in February 2008 is arguably the most successful fully-integrated communications campaign ever created in Western Australia. What began as a tactical...
