We asked customers about to buy new IKEA-furniture: "Can we help you sell your old furniture?". We then chose approx. 50 real people for the campaign, and started collecting their old furniture. Then we produced print ads, TVC spots and banners for these old products featuring the sellers phone numbers. For 8 weeks we shared all of IKEA´s advertising space with our customers. We also turned IKEA´s facebook page into a digital flea market where people could sell their old products every sunday. All products were sold during the campaign, and a powerful message was sent to raise sustainability awareness.

Selling single pieces of old furniture in national media, and sharing the advertising space with our customers, sends a powerful message of sustainability. We showed that we mean business in finding new homes for old furniture, by putting them before our own.Yet we had a 40% increase in our sales of the new products online. Sales in stores increased by 5,5 %. All ads featured the new IKEA-catalogue as packshot, and the number of downloaded apps increased from 115 000 to 200 000+. The campaign has an all-time high score, on liking and awareness, compared to all previous IKEA-campaigns worldwide.