After years and years of rumours, headlines and hype, IKEA was finally setting up its first store in New Zealand. Kiwis were beside themselves with excitement. So to enter the market with a captive audience, we doubled down on the idea that everyone would have blue on the brain, and literally start to see IKEA everywhere.

In December 2025, we launched the Auckland store in Sylvia Park with a national campaign letting everyone know we were going to be everywhere soon. Despite only a single (mega)store opening, every corner of the country would be able to get their hands on some democratically designed sofas and side tables via online ordering and nationwide delivery.

But we didn’t just open the doors and hope for the best. We really got to know the people, their culture, their lives at home and what we could do to improve everyday life for New Zealand. From giving a regional school library an IKEA makeover to popping up pre-launch product experiences in Christchurch and Wellington, we built a launch campaign that lasted almost an entire year, to mark the momentous opening day occasion.

The integrated campaign was a raging success, earning the entire team involved a Gold in the category at the 2026 Cannes Crocodiles.