This is a successful activation at the pos to promote and prove that people use to have prejudices when associate price & quality. Lower price, lower quality. Higher price higher quality.

It was produced according to IKEA’s marketing plan, with the focus on mattresses.

IKEA mattresses are rated among the top five on the market, yet consumers hardly even consider them in their purchase process, for different reasons: low price (we generally foster a prejudice that if something is cheap it is of poor quality), low quality, products that don’t last… So, IKEA conducted an experiment to try to beat these prejudices people have about IKEA mattresses. What would happen if we increased the price of a product? Would people consider it then? IKEA presents AN EXTRA ZERO.

Results:

• Trials of the new mattress increased by 360%

• 100% of those who tried it rated it outstanding.

• The average speed of customers through the mattress department dropped from 4.5 km/h to 2.3 km/h

FACEBOOK:

• Reach: more than 300,000 people

• More than 100,000 views

TWITTER:

• 1,000,000 impressions.

• More than 6,000 views

• 326 retweets

• 361 Favourites