The 2002 IKEA Lamp commercial is well known in Canada and to support awareness even further, we re-aired the original 2002 spot in Canada during the lead-up to launching our new campaign.

IKEA has been in the Canadian market for 40 years and over this time we’ve been able to establish a leadership position in the category by developing a deep understanding of life at home in Canada. But the home furnishing category is changing with tech giants Wayfair and Amazon launching in Canada and traditional retailers like Leon’s and Canadian Tire building relevance with a younger target. To sustain our leadership position in the marketplace, we needed to evolve our approach and increase perceptions of emotional meaningfulness - particularly amongst those who are aware of IKEA but don’t regularly shop with us.

We brought back IKEA’s iconic “Lamp” and gave it new life. Turning what was once a love-letter to disposability into a celebration of circularity.

Lamp wasn’t just an announcement, it kicked off a strategy that enabled people to refurbish, reuse, and resell their used IKEA furniture.

We built our strategy around the recognition that the most powerful way to demonstrate our commitment to the future was to face our past.

The risk of encouraging people not to buy new furniture paid off.

The campaign delivered a lift in sales and visitation, with conversion increasing to 82%

Emotional meaning rose to 40%

IKEA reached the highest ever levels of brand equity.