With over 50 million visits yearly, 4.5 million members involved in the IKEA Family loyalty program, and an 18% market share, IKEA is determined to grow further despite a very depressed furniture market. This is no easy task when consumers increasingly shift to trade-off strategies and cooperation, while competition is undergoing complete remodeling. Innovation, inspiration, smart solutions, are key to sustaining brand preference, backed on acknowledged affordability. In order to remain the leader, IKEA wants to boost its speech and strengthen its special relationship with the French.
After 3 years of multi-channel communication driven by a catchy and enthusiastic claim (Njut!) which propelled IKEA back under the spotlights, we are curbing the brand territory towards a more emotional tone. The new promise “it all starts there,” fosters the feeling that everyone can improve their daily lives, starting home and throughout the day. This development spreads thru all points of contact with consumers, media, Internet, and CRM.
IKEA come-back Njut! campaign gained best TVC award in 2012 Ipsos survey. The new spirit momentum drives more consumer traffic in the stores while IKEA digital content expands. Opt’ins increasingly lead to improved consumer loyalty and brand leadership. IKEA’s marketshare tops all competitors and image items continuously rank 1st.
Agency: Venise – France