CIRKULÄR is a circular campaign and service that empowers and inspires people to live more sustainable lives at home.

The work is creative strategy and comprehensive brand building based on next level use of costumer engagement on a global scale.

Through various direct retail activations and touchpoints, the campaign led to increased brand affinity and measurable commercial success.

We launched the first part of the campaign by running ads without any furniture, for the first time in IKEA history. The ads asked people to sell their old classics back to us, and so they did, bringing back 155.000 pieces of IKEA classics before Black Friday.

We then restored and advertised the old furniture at discounted prices in the campaign’s second part, asking people to save more than money, if they couldn’t tell the difference between new and old.

And to top it all off, we bought back our old design classics from several second hand sites, and resold them at original prices on Black Friday, both physically in events at IKEA warehouses and digitally on Instagram Live.

Through various retail activations and touchpoints, the campaign led to increased brand affinity and measurable commercial success.

155.000 pieces of furniture received Used furniture received/sold: Index 756/128 Positive Impact Perception: +29% Brand Desire: +17% Value Proposition: +20%