2013 Winners


GOLD: Best Activity Generating Brand Volume
SILVER: Best Experiential Campaign

IKEA Moving Day

Leo Burnett

Photo 1 Photo 2

In 2011, IKEA moved into the hearts of Montrealers with its first-ever Moving Day campaign. It was a tremendous success, creating tons of buzz and business. However, with great reward would come great expectations the next year.

The challenge for 2012 was to evolve the campaign to not only increase sales vs. the previous year, but further demonstrate the commitment to making a move organized by IKEA, a move made better – a big challenge considering 2011 saw a 24% increase in sales on Moving Day weekend. To put this in context, that would be the equivalent to IKEA building, stocking and opening an additional 300,000 sq. foot store in Montreal.

But why is moving in Montreal at this time such a big deal? Well, every July 1st long weekend in Canada, the people of Quebec move, not one by one but all at once. They call it Moving Day and it leads to all kinds of chaos. Imagine 225,000 Montreal residents, in a city of 1.8 million, moving all at the very same time. In 2011, Leo Burnett saw this as an opportunity to demonstrate the brand's purpose – to provide a better everyday life for many people – helping move IKEA into the hearts and minds of all Montrealers, and Montrealers into an IKEA store.

The approach this year was to supplement the innovative ambient wild postings featuring takeaway boxes with a social media component that would allow even more people to take advantage of our free IKEA moving boxes.

As boxes and trucks are a big part of any Moving Day, a moving truck was turned into a giant moving box filled with thousands of free boxes for Montrealers looking for help on Moving Day. Word was spread about the truck through Twitter where Montrealers could follow the route of the truck via GPS to see when it would be coming to their neighbourhood.

The follow-up Moving Day campaign was a big success. Twitter hashtags #IKEAMovingBox and #IKEABoitePratik generated a total reach of 981,420 – the biggest Twitter trend that weekend in Montreal. From a business standpoint, visitors increased 5.2% and sales increased 9% versus the previous year. The second Moving Day continued to create fantastic momentum for IKEA Montreal, and further cemented its position as the city's favourite home furnishings helper.

Credits:

Client: IKEA

Country marketing manager: Hilary Lloyd

Agency: Leo Burnett

CDs: Judy John, Lisa Greenberg, David Federico, Morgan Kurchak

ADs: Noel Fenn, Sean Perkins

Writers: Andrew Caie, Matt Doran

Designer/illustrator: Noel Fenn

Producer: David Eades

Interactive CD: Ian Kay

Interactive producer: Thomas Degez

Director, creative technology: Felix Wardene

Developer: David Freedman

Group account director: David Kennedy

Account director: Jennifer Kelly

Account supervisor: Danielle Iozzo

Account executive: Rebecca Simon

Planners: Brent Nelsen, Dustin Rideout

Social media planner: Heather Morrison

Project manager: Lyndsay Cattermole

WINNING CASES

Best of Show
IKEA – Human Coupons
Best Activity Generating Brand Awareness
Chevrolet_Bond_Trials
Target Road Trip
Doritos JACKED Alternate Reality Game
Best Activity Generating Brand Volume
IKEA Moving Day
Mondelez Canada – Cadbury Bike Factory
Best Brand Building Campaign
Mondelez Canada – Granny Smith Launch
Best Cause or Charity Marketing
Raising the Roof – The Street House
Amnesty International – Sharpen Your Pencil
Best Digital Marketing Campaign
Chevrolet Bond Trials
Best Experiential Campaign
Target Road Trip
Raising the Roof – The Street House
IKEA Moving Day
Best Integrated Campaign
Chevrolet Bond Trials
IKEA – Human Coupons
Learn IKEA
Best New Product Launch
Mondelez Canada – Screme Eggs Launch
Wendy's Canada – The Poutition
Learn IKEA
Best Pop-Up Activation
WestJet #NYCASAP
Sun Life Grey Cup Fan March
Raising the Roof – The Street House
Best Shopper Marketing/Retail Account Specific Activation
MasterCard Stylicity Program
James Ready 50% Awesomer Coasters
Saputo Best Pizzeria
Best Small Budget Campaign
James Ready 50% Awesomer Coasters
James Ready Cover Photo Swap
Amnesty International – Sharpen Your Pencil
Best Sponsorship Campaign
Royal Canadian Mint – CFL Grey Cup
2012 Kraft Hockeyville
2012 Kraft Celebration Tour
Best Use of Direct Marketing
Canada Post Bounce Me!
Best use of Mobile Marketing
Sobeys – Moodie Foodie
Audi Quattro Experience
Best use of Packaging
Purina Wonderfur Winter 2012
Post Foods Canada – CHL Package Promotion (Goalie Edition)
Hidden Valley Ranch Dressing
Best Use of Social Media
James Ready Cover Photo Swap
James Ready Awesome Awards
Mondelez Canada – Screme Eggs Launch
Most Innovative Idea or Concept
IKEA – Human Coupons
Raising the Roof – The Street House
James Ready Cover Photo Swap