IKEA was building a new showroom near Rothenburg. Previously, customers in the region had a long drive to buy IKEA furniture. So we needed an idea that shows how close IKEA is by addressing local people directly and involving them in the campaign.The new branch is already the eighth IKEA store in Switzerland. For that reason, an engaging promotional idea was called for. We wanted to make the opening a talking point in central Switzerland and generate coverage by the local media.

The aim was to attract as many people as possible to the opening of the IKEA store.

45 000 turned up during the opening days: 27% more than IKEA's own target. Sales during the first week were 21% higher than expected. During the following month too IKEA sold 20% more than expected.The campaign had a strong multiplier effect: the equivalent media value of coverage in local newspapers, radio and TV was CHF 300,000. In value terms, a 75% increase on the media budget.During the first phase, there were 54,000 website visits, during the second, 320,000 virtual tours. Within just a few hours, over 300 people registered, wanting to loan their flats to IKEA.

Before the opening, we invented a "problem": the new store was short of space because IKEA had so many ideas.IKEA used small ads in the local press to find people prepared to loan their flats as exhibition space. These "private showrooms" were refurnished and everyone could enter them online. During the IKEA opening, they were accessible for real, live visits.Within hours, over 300 people registered, offering their flats. Even Tele1 was amazed by the response: The biggest local channel aired two special 20-minute broadcasts about the campaign.

Finally, the opening attracted 27% more visitors than IKEA expected.

Efforts to involve the media and population in the "space problem" were unexpectedly successful. It demonstrated the surprise element of the unconventional idea behind the campaign.With its fictitious space problem, IKEA put the focus on its enormous range: IKEA Rothenburg has display space of 18,000 square metres.Finally, IKEA transformed private apartments, some with unusual layouts, into elegant IKEA exhibition space and demonstrated its professionalism one on one.The unusual campaign underscored IKEA's fresh and uncomplicated image.