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 interested in setting accents on the image level and countering the stagnating brand metrics.

Existing customers should be reminded how much they would miss the brand if IKEA disappeared. Above that, we wanted to convince those who would leave that no other brand manages to improve people's everyday lives at home in a similar way to IKEA....

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