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IKEA - Unipendence

The business opportunity:

IKEA had a very small budget with which to target students who were starting university for the first time.

Our solution:

We launched the Unipendence movement, which encouraged students to stand up for themselves and lead independent lives. With low-cost furniture from IKEA they were finally able to reject their parents' hand-me-downs and develop their own style.

We created special-build adshels with removable fliers that resembled home-made second-hand ads. These - along with banners and print ads - led students to the Unipendence Initiation Challenge page on Facebook, where they could win new IKEA furniture.


Unipendence was IKEA Australia’s most successful student campaign to date, exceeding the sales growth target by nearly 50%.


Neil Johnston

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