In February 2004 Ikea ran a national outdoor campaign using transport media. It included a heavyweight T-sides presence on buses and in London this was supplemented by tube car panels and lift and escalator panels and cross track 48-sheets. The two-week outdoor activity was designed to raise general awareness among adults right across the country. No other media was used for this campaign.

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Ikea used transport media to boost awareness of its retail presence across the country and achieved impressive results, particularly among women.The activity was researched in London and Manchester using Omnibus, Viacom Outdoor's on-going market research project. In London the performance of the campaign was also monitored by measuring sales at three Ikea stores."Using bus and underground advertising proved an effective way to connect with consumers on the move. The high frequency delivered by the formats was excellent in keeping the Ikea brand front of mind." Mediacom.

Outdoor has been used cross format by many key advertisers including Ford H & M, and Harry Potter. For more great case study examples visit our case study library at www.oaa.org.uk.

The campaign attracted a good deal of attention for Ikea. The return on investment analysis showed that this campaign was particularly effective in the London where sales increased by 700% in the monitored stores. Spontaneous brand awareness increased from 25% to 33% and was as high as 51% among consumers who could recall seeing the advertisement. The activity was particularly effective among women and ABC1s with spontaneous awareness increasing significantly in both groups.