Cannes Lions

FURNITURE RETAILERS

MEDIAEDGE:CIA, Beijing / IKEA / 2004

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Twenty multi-storey residential buildings at key strategic locations were selected. We then completely renovated their (previously run-down) lifts/elevators to support the “Change is Easy” theme. Each was fully branded–with full wall wrap of room theme images. IKEA furniture was installed for the lift/elevator conductors, clearly demonstrating how easy it is to change any environment with IKEA.

Outcome

Tracking results revealed 100% advertising recall in ‘advertised’ areas, with 14% higher brand familiarity and 20% higher purchase intention (44% versus 23.7%) compared to ‘control’ areas. Huge PR coverage and word of mouth generated.

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