More and more science tells us emotion, not rational thought, is the gatekeeper to consumer behavior. the most emtionally engaging experiences are the most effective communications.

IKEA
BIG BLUE BOX




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CHALLENGE: IKEA needed to raise top-of-mind awareness and create buzz in the market just before the cluttered holiday shopping period. They were looking for a viral campaign that would surprise people with their range of products to help prepare homes for the holidays, at even more surprising prices.
INSIGHT: Although people are in the gift-buying mindset during the holiday season, they are also thinking about sprucing up their homes for holiday entertaining.

INSIGHT: Although people are in the gift-buying mindset during the holiday season, they are also thinking about sprucing up their homes for holiday entertaining.

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IDEA: PowerPact created the IKEA Big Blue Box promotion that featured a mobile street tour with a truck that held a giant blue mysterious gift box. It demanded the attention of onlookers and intrigued them enough to wonder what was inside and how could they win it. Accompanying street teams handed out Z-cards that featured four inspiring fully-furnished rooms, one of which could be inside the box. The cards directed people to visit a dedicated promotional website to learn more about how they could participate and win. Once at the site, visitors could link directly to IKEA.com to begin their holiday shopping.

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RESULTS: Street teams distributed nearly 40,000 brochures in 12 markets. Drove one of the highest site visits to date for IKEA, with 92% being unique. Over half of the visitors entered the sweepstakes. Thousands of visitors opted into the IKEA database. The buzz-driving mobile event, the first of its kind for IKEA, was pronounced a success and the holidays were merry for IKEA.

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