IKEA felt like a neighbour, but also provided a real tangible helping hand.

We helped Quebecers make moving easier with the simple act of providing moving boxes.

We turned a dull cardboard box into the compelling media vehicle behind our campaign. Boxes printed with moving tips, a dinner offer at the local IKEA, and a great offer on IKEA furniture for the new place were posted around the city in high traffic locations. The boxes were hung flat on walls, designed to be the hardest working posters ever. When the boxes were taken, we had messaging underneath telling people to come back for more.

We created massive 14-foot pyramids of boxes at giveaway sites around the city and at the IKEA store.

For additional reach and frequency, we promoted the boxes on radio, and took over the station playing music to get people moving, commercial free, on the actual day.

Due to client confidentiality and IKEA being a private, not public, company specific sales data cannot be shared publicly, however:1. Store Traffic increased +14% from the same weekend the previous year.2. Sales increased an astounding +37% vya(Source: IKEA Canada Sales Tracker, July 2010-2011)These results are significant. The only variable in this year vs last was our Moving Day program.For IKEA, the sales increase from our ‘cardboard box’ was equivalent to building, stocking, and opening an additional 300,000 sq. foot store in that market.(Source: IKEA Canada Sales Tracker, National Avg, Store Sales, 2011)