IKEA enjoys strong brand awareness in China and is perceived as a fashionable, modern lifestyle icon for youth. To maintain growth and strengthen its “affordable solution for everyone” positioning, we wanted to demonstrate, convince and inspire less affluent consumers that it is easy to improve their homes with IKEA.

Tracking results revealed 100% advertising recall in ‘advertised’ areas, with 14% higher brand familiarity and 20% higher purchase intention (44% versus 23.7%) compared to ‘control’ areas. Huge PR coverage and word of mouth generated.

Twenty multi-storey residential buildings at key strategic locations were selected. We then completely renovated their (previously run-down) lifts/elevators to support the “Change is Easy” theme. Each was fully branded–with full wall wrap of room theme images. IKEA furniture was installed for the lift/elevator conductors, clearly demonstrating how easy it is to change any environment with IKEA.

The lift renovation program was part of a wider programme of activities which included local print and radio. The lift/elevator conductors also helped to distribute catalogues and direct residents to their nearest store. These efforts subsequently delivered word of mouth endorsements within the local community and positive PR coverage. A true media first, creating a new outdoor channel and overcoming the bureaucratic and logistical obstacles to bring together both private and public bodies.

Whilst IKEA’s connection theme in China was “Change is Easy,” the reality was that mainstream Chinese consumers did not perceive this to be the case. Our target group inhabited old, 10+ storey, mostly government-provided, apartment buildings and generally felt ‘obliged’ to stick with their bulky outdated furniture. As a young, trendy and ‘expensive’ brand, IKEA was seen as inappropriate to their status and needs. Part of our solution was to engage and educate them at a connection point close to home–residential lifts/elevators–the most frequently used communal facility in the building. We embarked on an elevator renovation programme to showcase the product and demonstrate the campaign proposition.