Ikea: Moving The Store

Getting the public on side for moving day.

Published on

Editor's Pick

IKEA promoted the fact that it was moving its store in Bergen, Norway by engaging local volunteers to help with the new store opening, in a campaign via SMFB.

It put out press, outdoor, banner and social media calls to action, asking for volunteers for various tasks - such as making the opening speech at the new store, planting the first plant and hosting the customer radio. Volunteers were asked to sign up on its website. The campaign had a huge response, with people even volunteering themselves for new tasks, including a hip-hop star offering to perform a concert for the opening, which turned out to be IKEA's most successful ever.

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About

Credits
Date
Oct 16, 2012
Agency:
SMFB Oslo
Client:
Ikea
Creative:
Hans Magne Ekre
Creative:
Alexander Gjersoe
Category
Latest Creativity News on Ad Age

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