A woman’s husband is complaining about his day at work in a gorgeous IKEA kitchen. However, instead of his ranting, all she hears are sweet nothings coming from his mouth.

In the country’s leading national newspaper we used the medium itself to make our point. Our target was leafing through the country’s leading authority on news only to find one of its normally orderly and scandal-free pages completely jumbled. On turning the page, our confounded readers were delighted to find that IKEA was able help organize even this.

During the week of the campaign launch, IKEA.ca recieved the most visits ever recorded in a single day. Robert Murraine’s popularity contributed to the spread of content virally as youtube and blogs contributed over 750,000 views.

Overall, the campaign received over 35 million free media impressions. This all contributed to a 58% increase in top-of-mind awareness and a 10% jump in sales at launch.