"MEC has been an excellent strategic partner to IKEA. In addition to participating in a lengthy review process, MEC provided IKEA with good service, phenomenal strategic planning and excellent planning and buying. All members of the MEC account team and broader MEC team have demonstrated a high interest in the IKEA brand and the home furnishing category."
In the US, furniture store IKEA was concerned that its low-price self-assembly proposition might act as a barrier to some consumers. Our task was to change perceptions about the brand, highlighting the product design strengths to drive deeper brand engagement, particularly with women.
Price is not the only motivator for IKEA customers. They also want to engage with a brand that is professional, modern and stylish.
We produced Easy to Assemble, a 10-part web-based series, set in an IKEA store and featuring a cast of well-known Hollywood actors including Jeff Goldblum. The series was written by actress/comedienne Illeana Douglas, who also plays the main character. The show has a strong story line that plays against a backdrop of IKEA's quirky culture. The webisodes were released to coincide with IKEA's fall marketing calendar, and were supported with viral content, blogs and other web-based activity.
