Background
IKEA had one year to open its first store in Mexico, a place where most people didn't really know the brand. Mexicans didn't know about the home furnishing solutions that the brand offers, and even less so about the culture and values that are central to the IKEA experience.
Of the few Mexicans who knew of IKEA, most didn't know where the brand was from (52%). Some believed it was American (10%) or German (7%). But almost no one knew about the Swedish culture that is the base of the IKEA identity.
The Challenge
On May 22nd, 2019, we...