IKEA want to inspire and enable people to live a more sustainable life at home. And when someone buy a new IKEA sofa, we know that the old one is likely to end up on the junk yard even if it´s still good. We don´t like to see old furniture go to waste, even if we like people to buy our furniture. We wanted to raise sustainability awareness, through targeting a narrow group; people about to buy new furniture. So at the launch of the new catalogue, we decided to help our customers sell their old furniture in national media.

We asked customers about to buy new IKEA-furniture: "Can we help you sell your old furniture?". We then chose approx. 50 real people for the campaign, and started collecting their old furniture. Then we produced print ads, TVC spots and banners for these old products featuring the sellers phone numbers.

We asked customers about to buy new IKEA-furniture: "Can we help you sell your old furniture?". We then chose approx. 50 real people for the campaign, and started collecting their old furniture.

For this campaign, the unlikely combination of private, used items, and national media, is the idea itself.

For 8 weeks we shared all of IKEA´s media with our customers, and all of IKEA´s advertising during this period consisted of our customers used furniture.

We produced print ads, TV commercial spots and banners for these old products, all featuring the seller's phone numbers so buyers could contact them directly. We also turned IKEA´s Facebook page into a digital flea market where people could sell their old products every Sunday.

All old furniture sold out, and still we had a 40% increase in sales of new products online. Sales in stores increased by 5,5 %. All ads featured the IKEA-catalogue as a packshot, and number of downloaded apps increased from 115,000 to 200,000+. The campaign scores an all-time high, on liking and awareness, compared to previous campaigns.