Following the insertion, storage item sales were among the most successful ever with a 20% improvement vs the previous year and IKEA’s website saw a 46% increase in traffic on the day the ad appeared.

In the country’s leading national newspaper we used the medium itself to make our point. Our target was leafing through the country’s leading authority on news only to find one of its normally orderly and scandal-free pages completely jumbled. On turning the page, our confounded readers were delighted to find that IKEA was able help organize even this.

Canada is a mature market for IKEA. The brand’s been here for more than 30 years and people are widely familiar with it. Because of its low prices and democratic appeal, people often see it as an inexpensive place for home furnishings rather than for its expertise in storage solutions. In order to be seen as a true expert when it comes to storage, IKEA needed to show that it could organize and store absolutely anything