IKEA moved its store location in Bergen, Norway, and they decided to ask for volunteers to help with the opening to engage with the community. Creativity reports that the agency SMFB used press, outdoor, banner ads, and social media to call them to action. Volunteers could sign up on its website to do favors such as making a speech during the opening, assisting the mayor at the ceremony, planting the first tree outside the entrance, hosting the customer radio, etc.
There was a great response, and people started volunteering for tasks IKEA hadnt even advertised. Norway’s best-selling hip-hop artist, Lars Vaular, volunteered to do a live concert. The store opening ceremony was entirely conducted by volunteering locals, with 20% of the town’s population attending. IKEA broke all previous sales records and it was the retailer’s most successful opening ever. You can check out the campaign video below: