IKEA Portugal: Occupy IKEA by TBWA Lisbon for IKEA

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IKEA Portugal: Occupy IKEA

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Industry Department Stores & Shopping Malls
Media Ambient
Market Portugal
Agency TBWA Lisbon
Creative Director Leandro Alvarez
Art Director Julliano Bertoldi
Copywriter Hellington Vieira
Released January 2013

Credits & Description

Media: Ambient
Category: Retail services
Agency: TBWA
Brand: IKEA
Geo: Europe, Portugal
Advertising Agency: TBWA Lisbon, Portugal
Creative Director: Leandro Alvarez
Art Director: Julliano Bertoldi
Copywriter: Hellington Vieira
Account Director: Marina Zambujo
Published: August 2012
Implementation
SOLUTION:We search for an “IKEA Lover Activist” in Madeira willing to fight for an IKEA on the island. Then we helped her to amplify her demands by Occupying IKEA’s biggest Portuguese store. The chosen girl spent 2 weeks living in the store in a Campaign to “convince” IKEA to open a store in Madeira.Our Activist distributed thousands of appeals across the store with the message 'We want IKEA in Madeira now!'. Her actions could be followed through a Facebook Page, in a kind of online reality show. She also interacted with other Pages of Madeira on Facebook and with the IKEA official Facebook Page.
Client Brief Or Objective
BACKGROUND:IKEA decided to open an online store to serve the residents of the Madeira Island after receiving requests from a few residents of the island.Although the IKEA brand awareness in the Island was extremely low, the very few people who had known the brand while studying or living in the mainland simply loved it. CHALLENGE:How to make the enthusiasm of an extremely small group of IKEA Lovers be visible and contagious to a larger audience?
Outcome
The Facebook page "We want IKEA in Madeira now!" had more than 5 million impressions during the campaign and after it ended. IKEA website visitors acessing from Madeira grew 175% during the first two weeks of the Campaign. And from the moment our Activist announced on Facebook the opening of the online Store, visits sky-rocked, reaching a number five times higher than in the period before.People from Madeira received the news about the opening of IKEA online store in Madeira as a victory of all, sending numerous welcome messages to IKEA. To our surprise, other cities in Portugal, Spain, Chile and Brazil, created similar movements using exactly the same expression to open Facebook Pages. Everybody wants an IKEA. Now!
Execution
STRATEGY:IKEA is a brand for the many. It was very important that the citizens of Madeira understood that IKEA was arriving in the Island by people’s request. That it was a consequence of people wanting to have better, more affordable and more beautiful solutions for their homes.