Target:Create as much awareness as possible for the new little competitor ‘Mömax’ against the already well known furniture store IKEA.

Target group:Young, urban males and females between 14-35 years who prefer to buy modern furniture on good terms but don’t want their guests to identify it as stuff from IKEA immediately. They might not have the apartment for eternity yet. They’re mobile and flexible. They’re cost-conscious. Whatever they want, they want straight away.Strategy:After 30 years of existence in Austria, almost every Austrian household owns Swedish furniture from Ikea. We show how the ‘Swedes’ occupy our flats... but 30 years of Swedish ‘occupation’ of Austrian households are enough. Time to reveal an alternative. Mömax – finally a new furniture store.Media strategy:Viral spots are a proper vehicle for underlining Mömax’s role as a challenger brand by using an adequate and cost effective media channel for the young and trendy target group. As we had to react promptly to the big 30 years IKEA campaign spreading of viral spots was the way to answer immediately.