IKEA has over the years continued to transform its operations and products to make sustainability accessible to the many people. The only problem is that IKEA is often associated with a throwaway culture, largely because of their affordable prices. IKEA wanted to challenge the notion that quality and long-lasting design have to come with a high price.

We decided to meet the expectations that durable design and high quality come with a correspondingly high price. So IKEA increased the prices tenfold on Black Friday.

Under the theme Black Friday Price Match.

The competitors try to match IKEA’s low prices on Black Friday. So to catch the attention from the media and consumers, we matched theirs. With ironically high prices in combination with the Price Match theme we caught the attention, giving IKEA time with the target group to deliver the promise: green transition comes when everyone can afford it.

The center of this activation was the price match promotion itself, which was available in warehouses all over Denmark, as well as on IKEA.dk. To support this, we ran a traditional Black Friday campaign with the reversed price match message the entire black week, on both print, outdoor, TV, and social media. At the end of the week, the prices returned to normal.

Black Friday Price Match ignited nationwide debate on price, quality, and sustainability. Throughout Black Week, the promotion earned media coverage from every major media outlet in Denmark, frontpage coverage in printed and digital newspapers and on several flow-tv newsbreaks. All of these with an unprecedented visibility score of 66%. On social media the initiative received praise and heavy engagement. Finally the campaign, executed in Danish, received more than seven million impressions, exceeding the entire Danish population of 5,8 million people.