CASSIES Bronze: Ikea beats its Moving Day record
Events, Seasonal & Short-Term
Situation Analysis » Every July 1 weekend triggers a cultural phenomenon in Montreal – a huge number of people move all at once. They call it Moving Day and it leads to chaos. But despite this, Ikea is still under pressure to increase traffic and sales. The brand did this in 2011 by providing free moving boxes, and saw a 24% increase in sales. The challenge for 2012 was to beat this.
Strategy & Insight » In 2011, people had to find the box displays in different locations around the city. But when people are preparing for a move they are essentially housebound – packing, waiting for friends, watching out for movers and so on. This was the key to making 2012 a better event. Rather than have people find the boxes, the boxes would find them.
Execution » A regular truck was transformed into a huge Ikea furniture box, delivering supplies to Montrealers. All they had to do to request a drop-off was send a tweet to #IkeaMovingBox, or flag the truck down as it passed through their neighbourhood. The media plan featured the truck itself, wild postings, a radio sponsorship and Twitter. And the boxes had moving tips, along with a labelling system, an Ikea coupon and a coupon for dinner at the Ikea restaurant.
Results » Despite a 40% budget decrease, Moving Day weekend sales were up 9%, over and above 2011′s 24% gain.
Cause & Effect » The overall marketing mix did not change, and the Moving Day effort was the only activity that could have caused the results.
Client: Ikea Canada
Country marketing manager: Hilary Lloyd
Marketing managers: Kirsten Ryan, Jonelle Ricketts
Agency: Leo Burnett
CCO: Judy John
SVP/CD: Lisa Greenberg
Group creative heads: David Federico, Morgan Kurchak
AD: Noel Fenn
CW: Andrew Caie
SVP group account director: David Kennedy
Group account director: Natasha Dagenais
Account supervisor: Danielle Iozzo
Print producers: Anne Peck, David Eades
Planner: Dustin Rideout