After 20 years in Spain, Ikea furniture has made a place for itself in people’s hearts, but above all, it now has a history.

And where’s the furniture with a history in Spain?

Presenting La tiendita de IKEA in El Rastro.

We built a small shop in one of the world’s most traditional antique markets, creating the first Ikea in the heart of a city.

Here you could find Ikea’s oldest collections, restoration workshops, second-hand furniture sales and exchange of Ikea articles.

On October 9th a teaser campaign is launched in the social and digital media, where IKEA is reported to be opening soon in the heart of the city.

4 days later, we launched the campaign on both television and digital.

And finally, from October 21st to 29th in the Borne and until 30th in the Rastro, IKEA opened its "Tiendita" where you could buy from an exclusive collection never sold in Spain, there were workshops, the presentation of 2 new collections and a tasting of Spanish-Swedish fusion products.

In short, Ikea wants to celebrate the fact that, over time, it has made a place for itself not only in the Spanish marketplace, but more importantly: in the hearts of every household in Spain.

The target number of visitors in the two cities over the 10 days was 26,500, which in fact turned out to be 61,605, 232% higher.

We had 8,270 customers with an average sales ticket of 13.10€ in Madrid and 14.90€ in Barcelona.

Total sales amounted to 114,797€

The estimated advertising value came to 827,755 €

As for the social media:

FB, 327,986 organic impressions, which is 33% more interactions than in other IKEA campaigns.

5,889 interactions, which is 478% more interactions than in other IKEA campaigns.

TW, 22,300 organic impressions, which is 65% more interactions than in other IKEA campaigns.

10,038 interactions, which is 503% more interactions than in other IKEA campaigns.

As for the repercussion in the media,

328 publications in printed media and online with an estimated reach of 54,755,464 hits.

· During the opening afternoon, we succeeded in triggering conversation in relevant influencers in the decoration, lifestyle and family worlds which mean over 400,000 hits