It’s Different in the City
IKEA is a household name, but as lifestyles evolve, so do consumer needs. With the launch of a new downtown Toronto location, the brand sought to communicate the unique benefits of its city format to urban dwellers and drive awareness and traffic in-store.
The campaign, “It’s Different in the City,” leaned into the distinctiveness of both the store and its audience, showcasing how IKEA Downtown fits seamlessly into the lives of busy Torontonians. By drawing on unique urban insights, we positioned the store as more than a destination – as a part of downtown life.
Through geo-targeted touchpoints, the campaign featured TTC station murals, elevator screens, digital and OOH boards. To highlight convenience and routine, iconic IKEA products like take-away coffee, Swedish meatballs, and the blue Frakta bags were paired with downtown staples like commuter bikes and TTC stops.
The campaign successfully resonated with urban Torontonians, positioning IKEA Downtown Aura as a trusted, daily destination for city living essentials, while strengthening its role in the community.
