IKEA: 15 Years In Spain

Challenge
Spread 15th anniversary of IKEA in Spain with two key goals during 5 months:

  • Support commercial activity
  • Reinforcement position as life at home leader

Solution
Develop a 360 communication plan to impact in consumers and institutions putting into value different areas: corporate, product, quality, CSR.

  • Exclusive interview with IKEA’s global CEO in the most important economic newspaper (Expansión) and a general supplement (XL Semanal)
  • Two press trips to IKEA headquarters in Almhut (Sweden)
  • Furniture exhibition ‘IKEA democratic design’ together with workshops targeted on design students
  • Simultaneous press conference in 13 Spanish cities.
  • Social Action in collaboration with UNICEF in favour of the project ‘Schools of África’: IKEA LACK tables designed by Spanish personalities such as David Bisbal, Ferrán Adriá, Vittorio y Luchino, Sergio Ramos, etc.
  • Social media support

Results

  • Interviews: 17 impacts and 3.5 million of impressions
  • Press Conferences: 80 journalist attended, 300 impacts and 18 million of impressions
  • Sales profit nearly 40%