IKEA: "MOVING DAY WILD POSTINGS [image]" Print Ad by Leo Burnett, Toronto

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: IKEA
Product/Service: IKEA
Agency: LEO BURNETT TORONTO, CANADA
Advertiser IKEA
Product IKEA
Entrant LEO BURNETT TORONTO, CANADA
Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Title: MOVING DAY WILD POSTINGS
Advertiser/Client: IKEA
Product/Service: IKEA
Entrant Company: LEO BURNETT TORONTO, CANADA
DM/Advertising Agency: LEO BURNETT TORONTO, CANADA
Media Agency: JUNGLE MEDIA Toronto, CANADA

Group Account Director: David Kennedy (Leo Burnett Toronto)
Account Director: Jennifer Kelly (Leo Burnett Toronto)
Planner: Dustin Rideout (Leo Burnett Toronto)
Project Manager: Lyndsay Cattermole (Leo Burnett Toronto)
Chief Creative Officer/Creative Director: Judy John (Leo Burnett Toronto)
Creative Director: Lisa Greenberg (Leo Burnett Toronto)
Group Creative Director/Copywriter: Morgan Kurchak (Leo Burnett Toronto)
Group Creative Director/Art Director: David Federico (Leo Burnett Toronto)
Producer: Anne Peck (Leo Burnett Toronto)



Results


1. Store Traffic increased +14% from the same weekend the previous year.
2. Sales increased an astounding +24.5% vya
(Source: IKEA Canada Sales Tracker, July 2010-2011)
These results are significant. The only variable in this year vs last was our Moving Day promotion. For IKEA, the sales increase from our ‘cardboard box’ was equivalent to building, stocking, and opening an additional 300,000 sq. foot store in that market



Creative Execution


IKEA helped Quebecers make moving easier with the simple act of providing moving boxes. These weren’t just any boxes; we turned the ordinary, average dull brown cardboard box into the compelling, central media vehicle behind our campaign. Our boxes were printed with moving tips, a checklist, a helpful dinner offer at the local IKEA, and of course a great offer on new IKEA furniture for the new place. Heck, we even showed them how to turn the box into a chair when movers ran out of breathe.

Boxes were posted all over town – hung flat on walls and designed to be the hardest working posters ever. When the boxes were taken, we had messaging underneath telling people to keep coming back for more. And to really rise above the Moving Day madness, we created massive 14-foot pyramids of boxes at give-away sites around the city and at the IKEA store




Every July 1st long weekend in Canada, a cultural phenomenon happens. The people of Quebec move, not one-by-one but all at once, and it leads to all kinds of chaos. Imagine 225,00 people in a city of 1.8 million moving all at once. There isn’t enough of anything – trucks, movers, even boxes.

The idea was without precedent, so our objectives were simple: increase store traffic and sales from the previous year.

IKEA needed to help Quebecers in a way that was relevant to their situation at hand. We saw a huge opportunity to tap into the cultural fuel of urban communalism – peoples desire to return to a time when neighbour helped neighbour, and a sense of ‘we’ versus ‘me’ was felt around the block. In doing so, we could help move our Anxious Urbanites from a feeling of disorganised desperation to a state of composed and organised optimism.