BUZZ NEWS

IKEA Gains Ground in Japan Thanks to Buzz

Posted on July 25, 2007
David Billion

For the opening of several new IKEA stores in Japan, the brand has opted for a large-scale buzz marketing campaign covering an area of 15 kilometres around the new branches. For this, ADK Tokyo agency, responsible for the campaign, took the particularities of the Japanese culture into account. That is why Ikea addressed itself mainly to housewives and young couples, because they will be the brand’s future clients. To catch their attention, a broad action was conducted, with posters hanging from balconies, flyers and alternative posters on busses and staircases to generate a maximum of buzz.

Concerning the communicated content, the Swedish furniture giant wanted to show that it can revolutionize daily life and family life in Japan. With eye-catchers like “Do you play with your kids?” or “Rather get home early after work than have a pint in the pub?” Ikea points a finger at the sore spots of Japanese society to make people look (and think).

Besides this proximity communication Ikea also put up 14 small so called “Ikea 4.5 Museums” in the centre of Tokyo, where passers-by had the possibility to discover the Ikea spirit. The small rooms (normed in size according to the Japanese custom of measuring rooms in “tatami,” the traditional floor mats) showed Ikea’s multiple possibilities of using confined space to its full capacity.

After suffering a backlash while first getting started in Japan, Ikea has now adapted its strategy to the local culture. This new campaign benefited from extensive media coverage (TV, press, online media, blogs…) and was a great success. Ikea stores saw a record number of 1 million visitors during the first five weeks alone.