Campaign details
Brand: IKEABrand owner: IKEALead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Furniture & furnishings retailMedia channels: Events & experiential, Merchandise & free gifts, Mobile & apps, Outdoor, out-of-home, Online video, Virtual & augmented realityBudget: Up to 500k
Executive summary
Buying furniture offline in India is considered boring and inconvenient. And if it’s a foreign brand selling affordable furniture, then awareness and trust issues also come in – thanks to the glut of cheap, Chinese-made imports, which have flooded the (largely unbranded and unorganised) market.
As a result,...