With over 250 different commercials sent out until now, top of mind awareness gained 6 percentage points. And 4% more consumers are said to have bought IKEA furniture this year. Great results in a market that shrunk 4% in the same period. And the campaign still continues. Even today, as you read this case study, there’s a new commercial. That’s not just a 360 campaign, that’s a 365 campaign.

Instead of telling that we have something new every day, we show it simply by showing a different TV-commercial every day. That’s 365 commercials a year. This is made possible by smart media planning, advanced production techniques and a lightning fast creative process. Every commercial highlights a new product, a different style or a new advantage. This way, we prove that every day is truly different at IKEA. The pay-off – IKEA. Every day different – emphasizes this.

Consumers in Holland still think that IKEA stands for the BILLY, the LACK and the PS cabinet, but there’s a lot more variation at IKEA. In fact, the Swedish furniture store has so much to offer that you can find something new every day. If we could just show this variation, Dutch consumers would have more reason to visit the store.