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.
IKEA Hidden Tags
Awards
Gold Award
Brand Experience
Promotions
Gold Award
Integrated & Innovation
Integrated Campaigns for Commercial Brands
Gold Award
Integrated & Innovation
Best Use of Data
Bronze Award
Brand Experience
New Use of Media
Details
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IKEA
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