Many believe IKEA furniture doesn’t last, but durability is central to the brand, proven by rigorous lab testing. To shift perceptions in Portugal, we targeted sceptical customers and those who think affordable means short-lived. We launched a hunt for the country’s oldest IKEA piece via hidden product tags with production dates. Thousands joined our promo for a €2000 IKEA card, proving our furniture lasts longer than expected, reinforcing trust.