Ikea

Tavoite

”With this campaign, we want to create a better everyday life for as many people as possible, regardless of budget. The goal was to create a new positive concept for Meatball Friday, to ease the everyday life of many by offering an affordable, tasty, and easy meal to kick off the weekend, and to bring visitors to the department stores on Fridays.”

Ratkaisu

The campaign was executed through multiple channels with striking advertising spaces in print and digital.

Included were the local newspapers of IKEA department store locations (Aamulehti, Helsingin Sanomat, Savon Sanomat, and Turun Sanomat). Each newspaper featured four different ad versions on the same day.

Tulokset

The campaign achieved brilliant results! The ad’s attention value rose high, and the message of the ad was carefully examined.

Readers found the ad very suitable for Ikea. The features highlighted were the ad’s distinctiveness, clarity, and positivity.

92%
Attention value in the target group

90%
readers carefully examined the advertisement

88%
reported an increased interest in the product

25%
announced that he intended to do business at Ikea due to the campaign

62%
told that the advertisement had a positive impact on the image

The media of Kärkimedia, which broadly reaches Finns, played a significant role in our campaign! The campaign has received a lot of positive attention and feedback from customers.

We have exceeded our goals significantly already after the first Fridays. Our visitor numbers have been amazing on Fridays in IKEA restaurants, and our customers have enjoyed tens of thousands of meat, vegetable, and meatless bun dishes. We wanted a strong and visible start to the campaign in the market areas of IKEA stores with Kärkimedia's local newspapers.