Ikea Boxes

MEDIA INNOVATION AWARDS 2011 (AMBIENT/PLACE-BASED CATEGORY) • GOLD

Boxes and boxes of Help: In celebration of Montreal's "Moving Day" on July 1, 14-foot pyramids of moving boxes were placed in high traffic areas where an event team distributed Ikea-brand boxes. The boxes were printed with moving tips, checklists, a dinner offer for those who had yet to set up kitchens and an offer for Ikea furniture.

More than 10,000 boxes were given away over the course of two weeks, and sales at the Montreal stores went up 37% from last year.

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