We concentrated the communications within 15km of the new store, using symbolic OOH installations targeting local "homes/families".For national publicity, we conducted a unique launch event communicating the solution to the major problem in Japanes homes.

TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM.Opening week sales set the world record for IKEA stores with 1 million customers in the first five weeks.