Moving day

Ikea thinks outside the box.


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.