Brand owner: IKEA
Lead agency: McCann Worldgroup India
Industries: Furniture & furnishings retail
Media channels: Events & experiential, Merchandise & free gifts, Mobile & apps, Outdoor, out-of-home, Online video, Virtual & augmented reality
Budget: Up to 500k
Buying furniture offline in India is considered boring and inconvenient. And if it’s a foreign brand selling affordable furniture, then awareness and trust issues also come in – thanks to the glut of cheap, Chinese-made imports, which have flooded the (largely unbranded and unorganised) market.
As a result, selling furniture from an unknown foreign brand (like IKEA) in a store inconveniently located on the outskirts of a smaller city in India (like Hyderabad) was daunting in more ways than one. Since one of the main indicators of in-store sales was footfall, the main aim was to generate enough footfall in the store.