For the opening of a completely renewed IKEA-store in Wilrijk (Antwerpen, Belgium), DDB Brussels went all the way.
In 2011 IKEA started building a brand-new flagship store, right next to its former, smaller store in Wilrijk. Aside from a much bigger parking lot, which used to be a serious issue from time to time, the new store is bringing much more space for customers to find fresh and inspiring ideas for their home interiors.
In January 2012, the old store had to be closed down for renovation during 5 ‘long’ weeks. To announce this to the customers, the retailer chose for DDB to develop a customized one-to-one, newspaper and outdoor campaign, raising awareness for the opening of the new store, based on the “be inspired” brand platform.