IKEA Case study MOVING THE STORE by SMFB

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MOVING THE STORE

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Industry Department Stores & Shopping Malls
Media Case study
Market Norway
Agency SMFB
Creative Hans Magne Ekre, Alexander Gjersøe
Designer Nicklas Hellborg
Illustrator Torgrim Naerland
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: IKEA
Product/Service: IKEA
Agency: SMFB Oslo, NORWAY

Creative: Alexander Gjersoe (SMFB)
Creative: Hans Magne Ekre (SMFB)
Account Manager: Tonje Skjetne Bjornerem (SMFB)
Account Manager: Jannicke Platou (SMFB)
Account Director: Kristian Kristiansen (SMFB)
Web Designer: Stina Norgren (SMFB)
Designer: Nicklas Hellborg (SMFB)
Illustrator: Torgrim Naerland (SMFB)
Motion Graphics: Sverrir Brynjolfsson (SMFB)



Results and Effectiveness


Bergen is Norways second biggest city, still 20% of its population visited the new IKEA store during the opening weekend. Breaking all previous records. Actually 1 in 8 of all people living in the whole region payed a visit, and all sales records from earlier years were demolished. And the best part: the opening campaign was done on a lower budget than previous openings in Norway, thanks to the help from Bergens population and the media coverage.

Considering this was a city which had already had an IKEA for 30 yrs, makes this the most successful opening ever.



Creative Execution


Being on a way lower budget than what is normal for an IKEA-opening, forced us to think different.
We therefor made a campaign in different media channels, asking people to help us move. Could someone store all the balls from the playroom? Does anyone have a shovel for planting a tree? Can you take 10 minutes and help us write a speech? Etc etc. We made a fun and inviting visual universe, and instead of communicating when and where the opening would take place, we just asked for help, doing different tasks. Not only got this unusual approach a lot of attention, but it actually resulted in the whole opening event being conducted by the target group itself - making them a whole new media.



Insights, Strategy and the Idea


IKEA Bergen in Norway was about to move into a brand new store, 300 meters from the old one. The move had been thoroughly covered by the local press during the building process, and we had to find new reasons for media to cover the event, which could also engage the population of Bergen. We thought, what is more important than a strong back when you´re moving? Helpful friends course! So could we get the people of Bergen to actually help us moving, and conduct the whole opening?