Our client [IKEA] wanted to find a way to target GenZ individuals and deliver the main message that going into an IKEA store isn’t an errand, it’s an enlightenment. When it came to deliverables, we were encouraged to incorporate social media (with a heavy emphasis on TikTok), in-store experiences, as well as other creative ways that might be able to take them to the stores.
Insight: When shopping at IKEA, or for furniture in general, people will often spend hours upon hours in the store. Shopping for the perfect sofa, table or bed can take a while of trying things out until you finally are able to choose “the one.” Sometimes it feels like IKEA’s store hours are simply not enough.
Solution: To promote a weekend getaway that includes accommodation, transportation, events and activities to shoppers who need that extra day at IKEA to shop for that perfect sofa, bed or chair. Kicking off in Charlotte, NC, a bus service will pick up shoppers and head to IKEA where they can check in to IKEA guestrooms to spend the night after a full day of shopping, activities and events. This will be their IKEA-cation!
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