In Quebec, July 1st is a popular moving day. A day that causes chaos and box shortages (yes, box shortages). This poses a huge problem for movers, but for Ikea, this presented a huge marketing opportunity.
"Fill 'er up!" and “Movin’ on up?” were just a few of the fun tag lines found printed on posters that doubled as cardboard boxes, which people were encouraged to take. Instant gratification during a time of need- clever.
This engaging campaign not only won Ikea and Leo Burnett Toronto a North American Gold Effie, but also proved to be financial successful.