Moving day
Ikea thinks outside the box.
Credits
| advertiser: | Ikea |
|---|---|
| agency: | Leo Burnett |
| CCO: | Judy John |
| creative group head/AD: | David Federico |
| creative group head/copywriter: | Morgan Kurchuk |
| account director: | Jennifer Kelly |
| producer: | Anne Peck |
| Ikea deputy marketing manager: | Hilary Lloyd |
| Ikea external communications manager: | Mathias Karlsson |
| media buying/planning: | Jungle Media |
Moving is a big deal in Quebec. They have a whole day devoted to it (July 1). Not everyone in Quebec actually moves on Moving Day, but a lot of them do, since fixed term leases typically begin and end on this day. With the help of Leo Burnett in Toronto, Ikea launched an experiential media campaign to make moving easier by providing people in Montreal with boxes (which can be hard to come by during the weeks leading up to Moving Day).
The OOH execution pictured above featured Ikea-branded boxes people could take with them, printed with moving tips, checklists, a dinner offer for those who had yet to set up kitchens and an offer for purchasing Ikea furniture. The Swedish furniture brand also created 14-foot pyramids of moving boxes and took control of a radio station with a playlist of songs designed to keep people moving. Who’d have thought moving could be fun? Quebecers, we guess.
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