Ikea: Cirkulär

IKEA, a furniture brand, launched a global campaign to encourage consumers to purchase used over new furniture by giving them a deal that was better for the planet and their wallet.

Campaign details

Title: CirkulärBrand: Ikea DenmarkProduct: FurnitureIdea: Accenture SongCountry: Denmark

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessDENMARKNon-specificAdults (26-55)LowMedia: Unknown Agency: 1 million DKK Production: 1 million DKK


Marketing Objectives:

  • Increase the overall awareness of CIRKULÄR as a service
  • Generate earned media to cut through the Black Friday noise.

Brand Objectives:

  • Increase key brand metrics related to IKEA's circular transformation – ‘Positive brand impact', ‘Brand desire' and ‘Value proposition'.

Business Objectives:

  • Increase the amount of used IKEA...
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