IKEA helped Quebecers make moving easier with the simple act of providing moving boxes. These weren’t just any boxes; we turned the ordinary, average dull brown cardboard box into the compelling, central media vehicle behind our campaign. Our boxes were printed with moving tips, a checklist, a helpful dinner offer at the local IKEA, and of course a great offer on new IKEA furniture for the new place. Heck, we even showed them how to turn the box into a chair when movers ran out of breathe.Boxes were posted all over town – hung flat on walls and designed to be the hardest working posters ever. When the boxes were taken, we had messaging underneath telling people to keep coming back for more. And to really rise above the Moving Day madness, we created massive 14-foot pyramids of boxes at give-away sites around the city and at the IKEA store

1. Store Traffic increased +14% from the same weekend the previous year.

2. Sales increased an astounding +24.5% vya(Source: IKEA Canada Sales Tracker, July 2010-2011)These results are significant. The only variable in this year vs last was our Moving Day promotion. For IKEA, the sales increase from our ‘cardboard box’ was equivalent to building, stocking, and opening an additional 300,000 sq. foot store in that market