IKEA Copenhagen | MarkeTHINK zone

The larger items

The concept of some IKEA stores is not to provide large products like wardrobes, sofas, etc. as they could not stock them in the warehouses of the respective stores.

This means that if you like some large product of IKEA, which is not available in the respective store because of its large size, you have to travel to bigger IKEA store, where you can pick up the large product during the same day.

And this fact makes some of these IKEA stores to be perceived more like showrooms rather than stores.

That’s why when the store of IKEA in Copenhagen expanded its warehouse, so that to be able to provide also large products, this fact had to be communicated to the customers – they had to know that this IKEA store is upgraded and now more convenient by providing already large size products.

And how to communicate this competitive advantage?

Of course, by announcing in an eye-catching creative way the big size of the products, which the store already provides.

And the symbol of the large size products is their large packaging.

This is the insight of the communication campaign of IKEA, developed by ad agency “Marketsquare”, which I present you today.

IKEA Copenhagen branded the public transport and public spaces with giant versions of its well-known flatpacks, so that each citizen of Copenhagen to know that now the larger items are also in stock in IKEA Copenhagen. This was exactly the key message of the campaign.

And here are the key visuals.

Enjoy!