As IKEA launched their new second hand service, they needed a campaign that could spread the news about this new initiative in a fun, yet rational and refined way to make sure everyone got the message: That now, you can sell your old IKEA back to IKEA.

By re-using old IKEA ads and reversing them from selling IKEA to buying it back, we basically made a second hand campaign for a second hand service.

This way the campaign emphasized the fact that almost anything from IKEA can be re-used and stand the test of time – even their old ads.

Everyone with an eligible IKEA product can use the new service, which leaves us with an unusually large and diverse target audience, including danes in all ages and demographics.

With this fact in mind, the choice of media should be approachable by all generations and especially visible to those who frequent IKEAs spaces, be it digital or physical.

The size and diversity of the target group also demands a clear, simple and effective execution that stands out.

This demand is why we chose a well-known advertising format.

But we gave it a twist. We made classic ads, layouted just like usual IKEA ads - but this time we reversed the message.

These ads were launched on outdoor, but we also converted the old print ads to display-banners, SoMe-posts, and other digital platforms.

The objective was clear: the campaign needed to make people aware about the new service. And it did: The second hand service went from 0 to 20% awareness among all Danes aged 18 to 49, in only four weeks.

And not to be forgotten: we saved heaps of CO2, by re-using, instead of producing a new campaign.