Local awareness strategy was achieved by media like poster, ads on bridges, petrol stations, etc. which are best accepted by neighbourhood. This clearly supported the message that IKEA is attractive for every group. On-top-activation was achieved at Hotspot for total Berlin: railway station Alexanderplatz, a symbol of continual coming and going. Decorating the station with lamps and carpets demonstrated touchingly that everyone can feeld at home in any place with IKEA.

Both media channels generated extremely high responses. The soccer fans converted almost all the credit notes that had been distributed in the stadium on IKEA's opening day. The radio station had three times more calls than for previous events. And finally, the IKEA store was very crowded on opening day.