Ikea launches into New Zealand with a sweet Swede campaign
Ikea's New Zealand launch is oncoming
Swedish homewares retailer Ikea is expanding into New Zealand with a big awareness campaign in the country.
Scheduled to open its first NZ store in Auckland’s Sylvia Park on December 4, the expansion marks the first time Ikea has opened branches in a new country since February 2021, when it planted roots in Slovenia’s capital city, Ljubljana.
WPP Media’s Mindshare — who won Ikea’s NZ media account last year — collaborated with the retail giant on a media strategy designed to marry the Swedish brand with New Zealand’s culture. The result is the “Swede As Road Trip” campaign — a road trip that will see pop-up Ikea spots in select locations, such as Lake Tekapo and Dunedin, with live broadcasts showing off the brand’s 7,500+ product range.
