We booked two full right-hand pages in the newspaper. One in early general news, the other in classifieds. The pages themselves were booked in such a way as to interact with each other; when the first page was moved sideways, it revealed the second page, beneath. The creative execution featured an unbranded full-page IKEA NEXUS cupboard door with the words “Slide to open” on the the margin. When a reader followed the instruction, the entire centre section of the paper moved sideways, revealing smart storage solutions ‘inside’ the wardrobe on the second page.

As the ad was designed to raise awareness, rather than specifically drive footfall it is difficult to indicate effectiveness in terms of sales, although IKEA have informed us that the Storage campaign of which Sliding Door was a part, resulted in higher sales and average check from previous years. Anecdotal evidence from consumers who saw the execution found it to be fun and engaging – entirely representative of IKEA’s desired brand position as an innovative leader in home furnishings.