IKEA Belgium opens 2 new showrooms in Mons & Hasselt, 2 cities where local identity is important. Locals perceived IKEA as a major international brand and an up and coming foothold. How to make IKEA a local actor and give people the opportunity to discover the IKEA concept?
A few weeks before the opening and for the first time, IKEA opened 3 micro stores in each city center: a Design Store, its famous Kids Corner and of course, a Bar à Boulettes. People loved it: at one point the Bar à Boulettes was serving 1000 meatballs an hour. In total the micro shops attracted 74.000 visitors.
Thanks to this local approach, people felt part of the celebration prior to the 2 big openings. This localized strategy was even more strengthened by using a hyper geolocated campaign. When IKEA closed the micro stores in the city center and moved to the definitive showroom, IKEA also moved thousands of people.
By now IKEA was not seen as a Swedish global brand anymore, but as a local love brand.