“IKEA. It’s that affordable.” is a special offers campaign. But not just that, it reminds people that beautiful Scandinavian design is as affordable as the least expensive things in their daily lives. So we changed the value of furniture and put IKEA’s products right amongst those things. Instead of money, we used coffees, toothpastes, soda cans and stamps, as a visually striking new currency. A simple change that changed people’s perceptions. And made them see IKEA’s affordability in a whole new way.
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