2012 Results

CAT 29 - Promotions & Incentives (PR)



IKEA, "Rothenburg"29-01436-PR

Agency (city): Wirz / BBDO

Creative Director(s): Philipp Skrabal, Thomas Kurzmeyer, Markus Schärer

Copywriter(s): Andi Portmann, Torsten Maas, Winfried Schneider

Art Director(s): Rob Hartmann, Marco Zimmerli, Rahel Nemitz

Graphic Design: Sarah Kahn

Graphic Design: Tanja Jablanovic

Account Supervisor: Marcel Berg

Account Director: Yves Rückert

Account Manager: Liliane Belchior

Project Director: Katja Weber

Short explanation

IKEA was opening what is already its eighth furniture store in Switzerland, in Rothenburg. So nothing new. But how could IKEA generate enough momentum to engage the public and at the same secure coverage in all the relevant local media?

IKEA created a fictitious problem that made it the talk of the region: the store had so many new furnishing ideas that it was already running out of space in Rothenburg. So, IKEA started looking for people prepared to loan their apartments as private showrooms. These were then completely refurnished and opened to the public virtually and in real life.

People were queuing not only to see the private showrooms: 45,000 people came to Rothenburg in the days following the opening. That was 27% more than IKEA's own target, thanks not least to the PR generated, which swelled the media budget by 75%. It also solved the space problem: within the space of a few days, many articles were sold out.


IKEA is a privately held, international home products company that designs and sells ready-to-assemble furniture such as beds, chairs, desks, appliances and home accessories. The company is the world's largest furniture retailer.