IKEA: The world's longest drive-through furniture catalogue

Swedish furniture retailer IKEA successfully ran a local campaign that drove footfall to its new Hyderabad store, capitalising on the expanding furniture market in India.

Campaign details

Brand: IKEABrand owner: IKEALead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Furniture & furnishings retailMedia channels: Events & experiential,  Merchandise & free gifts, Mobile & apps, Outdoor, out-of-home, Online video, Virtual & augmented realityBudget: Up to 500k

Executive summary

Buying furniture offline in India is considered boring and inconvenient. And if it’s a foreign brand selling affordable furniture, then awareness and trust issues also come in – thanks to the glut of cheap, Chinese-made imports, which have flooded the (largely unbranded and unorganised) market.

As a result,...

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