Our creative strategic solution was simple: the junk that people were putting out on their verges was visual proof of what IKEA was telling them on TV and in press. Change is good. We worked out which suburbs were having their verge-side rubbish collection at the same time as the TV campaign was airing. We then targeted these suburbs with our Guerilla Garbage campaign. We printed over 600 Change is good stickers and placed them on discarded beds, wardrobes, sofas and other furniture put out by residents. The addition of this simple statement created hundreds of unique outdoor extensions to our TV and press campaign, highlighting the positive benefits of change in a highly visible and relevant way. People's natural curiosity and the imposing presence of the junk on the verge did the rest. The campaign was subsequently documented with images uploaded to the popular picture-sharing site, Flickr.

The Guerilla Garbage campaign ran throughout September, covering 28 suburbs in Fremantle, Joodalup, Melville, South Perth, Wanneroo, Cambridge and Victoria Park. Given the distribution of the stickers, we estimate they were visible to over 170,000 local residents (source ABS 2006 census). The entire campaign was executed for just AUS$1400 (less than a quarter of the cost of a single Super-8 site). Although no tracking data is available for the Guerilla Garbage element of the Change is Good campaign, the Perth IKEA store saw a 32.68% year-on-year increase in visitor numbers and a 42.8% year-on-year increase in sales during September.