IKEA: The chair

IKEA, a home furnishing brand, launched a campaign in Germany to increase sales, counter the stagnating brand metrics, strengthen brand values and convince customers who wanted to leave that no other brand managed to improve people's everyday lives at home.

Campaign details

Brand: IKEAAgency: THJNKCountry: Germany

Objectives

The campaign was intended as a "pinprick" and our expectations of its long-term effects were cautious. In contrast to the parallel main campaign, which pursued clear sales goals, we were more...