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IKEA - Toronto Campaign

The client
IKEA Canada
The Challenge

Everyone knows IKEA. And we all have an image in our head of its store experience, but with our lives changing, so is IKEA. New store formats are being developed to address evolving consumers needs. Hence the launch of the IKEA Downtown Toronto Aura store. Pigeon was tasked to convey the unique benefits of the city format store in a manner that would resonate with the urban consumer.  The goal was to drive awareness and traffic to the new IKEA Downtown Toronto Aura store.

The Solution

A unique store. A unique audience with unique reasons to visit. Our new IKEA campaign highlights those reasons based on unique insights to drive visits to the Toronto IKEA DownTown store. The campaign tagline ‘It’s Different in the City’ highlights how living in downtown Toronto and the IKEA Downtown store is very different from suburbia or suburban stores, and nods to the various ways Torontonians experience the city.

To motivate consumers to visit the store frequently, as part of their routine, as well as a daily destination for everything you love about IKEA in a convenient location along the TTC Yonge Subway line, we strategically used geo-targeted touch points, most within a 2.5 km radius of the store. TTC station murals on the Yonge & University subway lines, TSAs, OOH Posters, captive TV screens in condo and office building elevators, digital banners on The Weather Network and promoted social posts were leveraged to reach our target. Through visual icons of the TTC stations and stops; imagery of iconic IKEA products: take away coffee, Swedish meatballs, Frakta bag; as well as the iconic downtown commuter bike to highlight the ease of visiting the location or the city-dwellers common bag used to pick up products, we were able to highlight the simplicity to visit after work or when on a TTC journey. All benefits to urban living.