IKEA: Bursting the Christmas Bauble (AKA The first Christmas campaign for IKEA)

IKEA, a furniture brand, launched a Christmas campaign in the UK to increase total sales during the festive period and defy the inner voices of home shame, so that any home can play host.

Campaign details

Brand: IKEAAgency: Mother London

Summary

Isn't Christmas just The Most Wonderful Time Of The Year?

Festive cheer abounds with unbridled anticipation of the big day.

Wallets are emptied as people exchange love in the form of gifts.

And the door is always open for whichever Tom, Dick or Harry turns up at the door.

The thing is, that's not really the case is it.

This is a story about a strategy that defied all Christmas strategies.

A strategy that talked hosting, when everyone else was talking gifting.

A strategy that chose uncomfortable truths, instead of...

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