A frequent site in urban and suburban areas is used furniture placed next to a dumpster or waiting on the curb for pickup. Granted some of these pieces are beyond recovery and are indeed ready for the landfill or scrap heap. But, some pieces of furniture still have life left in them, and just need some TLC to be useful again.
A recently completed campaign for IKEA Norway saw the company and their Oslo-based agency SMFB create a secondary market for customer’s used IKEA furniture. The campaign dubbed “The Second Hand” started with IKEA asking customers who were shopping for new furniture whether they’d like the retailer to help sell their old furniture. From this group the agency selected 50 volunteers and brought their furniture to the studio to star in professional photo and video shoots.
During the next 8-weeks IKEA shared their advertising space across TV, outdoor, print and social media with their Oslo customers. Each ad featured the new IKEA item that the customer had bought and the piece they were getting rid of, along with the actual phone number of the seller
In addition to the advertising placements, for several Sundays the IKEA Norway Facebook page was turned into a Flea Market (or Bruktmarket) where even more customers could post their used furniture for others to buy. The items would be displayed from 11am – 5pm before the fleamarket was closed and the items were deleted from the page.