How the development of temporary micro-stores and geo-located OOH helped IKEA achieve its strongest store opening performance in Belgium since 1984!
IKEA is a global home furnishing retailer and a love brand for many people passionate about interior design. Present in Belgium since 1984, IKEA decided to open two more stores in Mons & Hasselt.
However, Mons & Hasselt are two cities with tight-knit communities and a strong sense of local identity, so despite its long-lasting presence in Belgium many of the locals still perceived IKEA as a big, corporate, international brand entering their hometown.
To counter this perception we had to emphasize IKEA’s willingness to participate in the local community and give people the opportunity to discover the IKEA concept near them. The end goal of the campaign focused on a behavioral effect: we had to get people to visit the stores on opening day. We, therefore, had two key objectives:
– The main communications objective focused on generating interest: switch perception from an international corporate brand to a local love brand to get people excited.
– The marketing objective focused on traffic: the amount of store traffic on opening day.
In terms of creating interest, our micro-stores were a success: They attracted 74.000 visitors and at one point the Bar à Boulettes was serving 1000 meatballs an hour. Thanks to this local approach, people felt part of the celebration prior to the two big openings.
In terms of actual store traffic, the openings of Mons and Hasselt were the most successful since 1984, introducing 27.000 new customers to the IKEA family in a single weekend.
It was also the first campaign to win three Gold awards – for Creativity, Efficiency and Planning – at the OOH Kings.
A short video summary of the campaign can be seen here!