IKEA TAIWAN

Nicole Hsu - External Communication Manager Tammy Hsia - Head of Marketing Sonya Song - Marketing Specialist

Ogilvy Taiwan *Lead Agency

Claire Kao - Associate Planning Director Ming Guay Yeh - Chief Strategy Officer Ming Lee - Associate Creative Director Madeline Chen - Copywriter Ella Hsu - Business Director Wen Huang - Account Director Jeannie Lee - Associate Account Director

IKEA had a long history in Taiwan, and its growth had been slowing since 2011, with the perception of affordability figuring as a major hurdle. While this was not IKEA’s first campaign to focus on low prices, this campaign successfully transformed the brand image in people’s minds and built up affordability as a trigger for sales. Furthermore, this business model was so innovative and successful that IKEA intends to launch it in other markets.