IKEA used its own flatpack furniture as a direct marketing channel when attempting to recruit staff for a new store opening in Australia. A set of 'career instructions', drawn in the same style as its typical flatpack assembly instructions, were inserted into flatpack boxes, so that potential recruits would be encouraged to apply. The campaign, by agency The Monkeys, garnered over 4,000 high quality applications without IKEA having to pay for postage or media.
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