Black Friday. The one day of the year where nearly every retailer on planet earth gives their customers a chance to save big.
Well, not if you’re IKEA.
On Black Friday, we gave our customers a chance to save in a different way. Introducing the Black Friday (Re)Sale: a sale where you can save money, and earth’s resources.
During Black Friday week, we dedicated all of our media to promote used IKEA furniture on DBA.dk, even re-directing customers away from IKEA’s home page on the day.
Not only did the campaign demonstrate the durability of IKEA furniture, it also proved IKEA’s commitment to sustainable consumption is much more than a statement of intent.