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IKEA
IKEA 75th anniversary

RAN IN: Russia

CLIENT
IKEA

AGENCY
Instinct *Lead Agency


SUMMARY

IKEA mission to make people’s life at home better. In Y2018 IKEA celebrated its 75th anniversary worldwide. The main goal of this communication campaign was to remind people what IKEA brand stands for, talk about its values and their transformation from the past to the future. IKEA introduced the unique product range called GRATULERA where all icon products were collected all together and re-designed.

CASE VIDEO


Audience: Current IKEA consumers: The majority of them love IKEA, consider it as a source of inspiration and ideas that help to create cozy atmosphere at home and make living at home better (source: NGCS, Millward Brown, 2018).

Objectives: Use 75th anniversary of the IKEA brand as the purpose to remind Russians about IKEA mission to make people’s life at home better (increase brand test parameters “IKEA has furniture and accessories that I want to purchase” from 68 to 70%, “IKEA inspires me with ideas” from 65 to 68%, “IKEA connects me with things that really matter” from 46 to 51%, “IKEA has a positive influence on society” from 50 to 53%). Increase sales at the absence of the new product offer launch by 8% in comparison to the same period in Y2017.  

Type: B2C

Language: English, Russian