IKEA-marketing is creative, innovative and surprises the end-consumer with every single marketing strategy anew. The Swedish furniture store won its first Cannes-lion eleven years ago –it´s 50 of them by now: In 2010 they got (amongst others) a Titanium Lion for their Facebook Showroom. In 2011 IKEA was elected ‘Advertiser of the Year’ by the organizer of the world´s biggest advertising festival. Right now IKEA is experimenting with different modules to develop new business portfolio beyond the classical furniture trade. Even though the merchandising of prefabricated houses failed in Germany, the company has started the construction of a real estate project in London. Beside this IKEA has entered the smart-TV market and is now competing with technology companies such as Apple, Google and Samsung by introducing their TV-combined device UPPLEVA, a combination of a flat screen TV and a sound system along with a matching TV storage unit.
In a current online campaign the focus of one of the world´s biggest retailers is on getting as small as possible: They integrated a whole furniture store with 2,800 products on a 300 x 250 banner. Background: Living space is getting restricted by an increasing population density. But no matter how restricted the space, IKEA offers solutions and proves that the marketing idea of this banner is pretty impressive. Interested parties can browse, choose a product and will be redirected to the particular product pages. It is an innovative campaign which shows that display advertising can still be surprising and generate quite some PR.
IKEA´s smallest furniture store with only 300 x 250 pixels and more than 2800 products “Make the most of any space”