WHAT´S YOUR WAY
OF LIVING?

  • Client
    IKEA Deutschland GmbH & Co. KG
  • Channels
    TV, OOH, Print, Funk, Web, VKF, POS

ABOUT THE PROJECT

2004: TOTAL SALES IN THE FURNITURE TRADE ARE DECLINING. NEW COMPETITORS SUCH AS DIY STORES ARE ENTERING THE MARKET. THE IKEA CLAIM “DISCOVER THE POSSIBILITIES” DOES NOT HAVE THE POTENTIAL TO POSITION IKEA AS A HIGHLY QUALIFIED HOME FURNISHING SPECIALIST.

TASK

Development of a new, integrated communication platform. Use the social change (openness, tolerance, turning away from status) for IKEA.

OBJECTIVE

To generate new visitors and inspire existing customers in order to increase the frequency of visits.

IDEA

Questioning status thinking and attitudes towards “home”.

RESULT

  • After 1.5 years, the claim is the second best-known claim in Germany
  • Increase in visitors: 11.7% in 2003 - 15.4% in 2004
  • Increase in willingness to buy: 14% in 2004
  • Increase in customers: 13.1% in 2003 - 14.9% in 2004 (IKEA tracking)
  • The openings of new stores have on average 18% more visitors

ADC Gold, Silver, Bronze, Silver Effie and many international awards