AA printed IKEA logos showing store locations on all of their published road atlases and street-by-street map books. And IKEA ads ran on all AA Atlas back covers. In addition, IKEAs logos were also included on all printed atlases that used AA’s cartography, i.e. the own-brand map of W.H. Smith, UK’s major bookstore chain.

80,000 routes plotted to IKEA in the first few months after launch, with a very strong click-through rate of 15% - impressive for an independent site where users weren’t necessarily searching for IKEA information in the first place! Already a significant decrease in IKEA’s “location frustration” has been recorded.