Leo Burnett Toronto have recently been awarded a Gold Effie for their ingenious IKEA campaign. The 1st July is a busy day for moving house in Canada and Leo Burnett took advantage of this by putting up hundreds of posters for IKEA around Montreal. The clever part of all this is that the posters could be folded into boxes, and, even better than that, chairs! Each poster/box also had vouchers on them for discounted furniture and meals for those without a working kitchen. A brilliant way to directly reach their prime target audience.
This campaign increased store traffic by 14% and sales by 24.5% compared to the same weekend the year before. Proof, yet again, that great ideas work!