The “Jonas” IKEA radio programme consisted of: Swedish IKEA furniture names quiz: “What is the name of …?” A furniture contest: “Who is the fastest in the building of Billy, the famous IKEA® rack?” via web camera; -Weather sponsoring by IKEA; -Presenting of special IKEA shop offerings; -Swedish language courses; -Swedish music (ABBA, Ace of Base, Roxette, Cardigans etc).

The “IKEA radio temptation” led to one of the most sales-effective promotions.