An integrated ad campaign designed by MEC and Ogilvy & Mather drove a 7.4% increase in sales for IKEA this year, in part by getting people to think about outfitting whole rooms rather than just buying a few smaller items. The Web ads profile the store's big-ticket items such as sofas, and expand to reveal rich-media "showrooms" where users can browse products and download brochures. The chain also developed a "Share Space" site where people could showcase their own IKEA style and share their page with others.

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