IKEA: introducing new store concept
In 2020, IKEA presented entirely new concept for its stores, so that it is increasingly accessible to customers in Bulgaria and other countries. This was part of the brand’s development and innovation strategy and envisages IKEA to be available to its customers, to provide them with comfort and inspiration.
The communication along with the presentation of the new concept to end users coincided with the official opening of the first such store in Bulgaria, opened in Varna in 2020. This was the real challenge that we in Paragraph 42, preferred partner of Ketchum in Bulgaria, have faced. On the one hand, we had to present the new strategy for development and innovation of IKEA, on the other – to announce the opening of the new site.
Accepting the communication challenge, our team built a consistent strategy with clear messages, including 3 main lines of communication. The campaign was implemented in several stages, which were related to the opening of the new conceptual format store in Varna: teaser, informational part, pre-launch, official opening and post-communication.
With consistent PR campaign, we successfully introduced the new store concept, made it understandable, though surprising, and built realistic expectations. We gained gained good media coverage, built stable relationships with regional media and influencers. And the IKEA store with the new concept had 70,000 visitors in the first 20 days of the opening in September 2020, which is three times more than before.