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