When it comes to making over a room, IKEA understands the whole "in with the new" thing is always easier than going out with the old. The popular Swedish furniture retailer recently started an advertising campaign to help its customers make room for new pieces by selling off their used IKEA furniture in an online flea market.
"The Second Hand Campaign," launched by Oslo-based ad agency SMFB, let happy customers vouch for the long-lasting quality of IKEA furniture by offering up a real-life online marketplace for its Norwegian customers to buy and sell used IKEA wares.
SMFB and IKEA Norway took to IKEA's Facebook page to ask fans of the retailer if they needed any help selling used pieces. Many responded, and 50 sellers (and their gear) were chosen to be featured in the campaign. The sofas and chairs they wanted to sell were photographed and featured (along with the sellers' real names and phone numbers) in outdoor, print, broadcast and web banners all over Norway. Check out more of the campaign from web magazine Creativity.
At the same time, IKEA's Facebook page functioned as an online flea market for buyers and sellers in many different locations to do business on Sundays from 11 a.m. to 5 p.m. in the Central European time zone.
The campaign lasted only eight weeks, but every one of the used products was successfully sold by their sellers in that time. It proves that there's definitely a demand from fans of a brand for second-hand gear from a particular retailer.
Would you shop at an IKEA-only online flea market? Do you look for a specific brand or retailer when buying second-hand furniture?