Communications concentrated on the trading area, covered different target touch points such as a balcony and wrapped bus and staircase ads so that we clearly communicated the store opening to our core target consumers while maximising their anticipation.At the same time, the launch event in Tokyo was conducted to attract attention not only from the public but also from the press in order to reach a broader potential target.

TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM.Opening week sales set the world record for IKEA stores with 1 million customers in the first five weeks.