Ikea has been acknowledged for its interactive stunts over the years, but most recently they have won a North American Gold Effie for “Moving Day”. Due to the number of leases ending on June 30th, many people are required to move house on July the 1st, with this in mind Ikea launched an experimental campaign providing people with boxes for their move. Printed with moving tips, check lists and discounts on furniture, the boxes could even be transformed into a chair for moments of exhaustion. Placed around Quebec, the boxes were hung flat on walls and designed to be the hardest working posters yet.
Ikea considered peoples desire to return to a time when neighbour helped neighbour, by offering a small helping to hand to get them through stressful times. Their aim was to guide all those feeling a sense of disorganized desperation to a state of composed and organized optimism. Seeing Ikea communicate with its customers in such a supportive way shows that the brand wants to further build its relationships not just sell products.
For Ikea, the sales increase from the ‘cardboard box’ campaign was the equivalent to building, stocking, and opening an additional 300,000 sq. foot store in that market. A clearly successful, thoughtful and surprisingly useful campaign designed by Leo Burnet Toronto.
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