I love you but
Summary: Historically, it’s tough to significantly progress key brand metrics with a single campaign for a category leader like IKEA. But that’s exactly what ‘I Love You But …’ achieved in Belgium in just five months. By successfully using Belgian insights into cohabitation frustrations to localize an appealing multi-market concept, and cost-effectively implementing a 360° campaign, IKEA reversed negative trends and scored exceptional positive shifts in ‘local enabler’ (+4 pts)49, ‘emotional meaning’ (+4 pts = highest ever score)50, and generated 32,1 million euros incremental turnover 51.
Reversed a strong declining trend and achieved exceptional brand building results in only 4 months
Lead Agency(s): Ogilvy Social Lab
Contributing Agency(s): Oona, Mindshare Belgium
Client / Brand: IKEA Belgium
Effie Award(s): Bronze
