IKEA Belgium opened 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 could we 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 showrooms, IKEA also moved thousands of people.