Creative Marketer of the Year 2016: Ikea

15 december 2016
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Ikea was the unanimous winner of the Creative Marketer of the Year accolade, which recognises outstanding marketing communications aimed at consumers. The retailer’s body of work is distinctive, emotionally resonant and brilliantly strategic.

This is the third year of Ikea’s “The wonderful everyday” campaign, led by country marketing manager Laurent Tiersen, which is bringing real benefits to the retailer and demonstrates how taking a long-term approach to brand-building pays off.

In 2016, Ikea had to battle the category’s twin demons of falling consumer confidence and declining mortgage approvals. In order to defend the 0.9% share gain made since the introduction of “The wonderful everyday”, the retailer wanted to broaden the campaign to new channels and drive consideration among lapsed audiences.

To reach customers in new ways, Ikea opened large-scale stores in new areas and launched the first of its new city-centre concept in Birmingham. The smaller shops aim to straddle the gap between the online and in-store shopping experience.

After conducting research that found people were spending less time cooking together, Ikea set up a pop-up restaurant, The Dining Club, in east London in collaboration with Hope & Glory and Drive Worldwide. It allowed people to hold dinner parties for friends with free food and drink. The experience was consistently sold out.

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