CASSIES Silver: Ikea’s moving day

The humble cardboard box hits the street, putting the retailer centre stage in Quebec.

SILVER: Best Insight • Best Use of Media

Situation Analysis Ikea in Quebec is under constant pressure to drive store traffic and sales against competitors like Home Depot, The Bay, Sears, The Brick and Brault & Martineau. This holds true for Fête du Déménagement, or Moving Day – the cultural phenomenon whereby on every July 1 weekend a huge number of Quebec residents move house. Hiring movers or vans, getting boxes and moving supplies, and snagging friends and cars to help out is virtually impossible. And buying new home furnishings is anything but top-of-mind. But if Ikea could find a way to help, this could be an opportunity.

Strategy & Insight The campaign would have to convince Montrealers that a move with the help of Ikea is a move made better. To do this, the conventional “push” approach of product benefits had to be re-thought. Moving Day in the province is chaotic, so something out-of-the ordinary would be needed.

Execution The answer was deceptively simple – transform the cardboard box into the medium and message of the campaign. Free boxes were printed with moving tips, a checklist, a dinner offer at the local Ikea, and a great offer on new Ikea furniture. Also, as a crowning touch, the box could be turned into a fully functional chair when moving energy ran out. Fourteen-foot pyramids of boxes sprang up at giveaway sites around the city, and at the Ikea store. Some boxes were hung flat on walls, and when removed, there was a message underneath telling people to come back for more. There was also a supporting radio plan.

Results Total weekend sales increased 15% versus the comparable period a year prior, and total weekend traffic increased 8% versus a year earlier.

Cause & Effect The results were achieved without any increase in marketing, advertising or promotional spending, or extraordinary pricing or discounting.


Client: Ikea
Deputy marketing manager: Hilary Lloyd
Connection planning director, Jungle Media: Brooke Leland
Media buying supervisor, Jungle Media: Krystal Seymour
Agency: Leo Burnett, Toronto
CCO: Judy John
CDs: Judy John, Lisa Greenberg
Group CDs: David Federico, Morgan Kurchak
Copywriter: Morgan Kurchak
AD/Designer: David Federico
Producer: Anne Peck
Group account director: David Kennedy
Account director: Jennifer Kelly
Planner: Brent Nelsen, Dustin Rideout
Project manager: Lyndsay Cattermole