Cannes Lions

IKEA

MEDIACOM, Dusseldorf / IKEA / 2006

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Presentation Image
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Overview

Entries

Credits

Overview

Execution

Our ‘cozy rooms’ used comfy sofas, warm colors and soothing lights...we were the essence of “cosiness.”Price tags on every piece assured people of IKEA’s great value, while back-lit posters at the bus stops advertised the store’s opening.Mega-posters dotted the city and highways, and appeared on the side of trucks. Unusual outdoor formats, such as ads on gas nozzles at gas stations, helped to raise awareness of the store’s opening.

Outcome

17,000 people found their way on the opening day of a new IKEA store in Duisburg.

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