IKEA Oxford Street - An Iconic Launch

Client: IKEA

As Britain’s high streets declined, IKEA chose Oxford Street - the nation’s most symbolic retail battleground - to redefine its brand and consumers’ relationships to IKEA. Tasked with reaching 80% of Londoners, driving mass footfall to a new-format store and creating IKEA’s most talked-about launch ever, iProspect’s launch campaign needed to make Oxford Street feel relevant to locals again.

But there were hurdles to overcome: Londoners saw Oxford Street as a tourist trap, not a destination for them. So we reclaimed it through one unmistakable icon: the FRAKTA bag. We transformed London’s iconic media, from red buses to black cabs into FRAKTA blue. Tube tunnels, airwaves and social feeds became a city-wide IKEA spectacle, engineered with precision commute mapping, geo-targeting and high-impact takeovers. We made over 9 in 10 Londoners aware of IKEA on Oxford Street, smashing footfall and sales targets to IKEA – with huge increases to Oxford Street more widely.