BWP Group

Core disciplines: Integrated marketing


Delivering immersive brand experiences that drive footfall and sales

IKEA’s mission is simple – to help the many people to live a better life at home. BWP Group’s role is to translate this mission into something tangible. We do this by developing and implementing high-impact brand experiences that build an emotional connection, both in and outside of the store environment. Our experiential programme is designed to educate, inspire and excite visitors and, ultimately, to drive footfall and sales.

An experience to remember

Despite its position as the leading home-furnishing retailer, IKEA is keen to continue growing and reaching new audiences. Just one of the ways that BWP helps the retailer to achieve this is by developing high-impact experiences that help lapsed or new consumers to reconnect with the brand.

Whether it’s challenging the UK to think differently about their homes as a whole or bringing the brand’s point of view to life when it comes to a certain area of the home, BWP Group has helped IKEA to start conversations with the many people.

We’ve done a lot over the years, from a touring IKEA showroom, which travelled the country to celebrate IKEA UK’s 25th anniversary, to pop up garden installations in some of London’s busiest commuter stations to help people literally feel the benefits of a beautiful outdoor space. A giant HEMNES bed trampoline, a fleet of IKEA ice cream vans, pop up IKEA crazy golf, family fun zones in some of UK’s leading shopping centres.

25th anniversary campaign - results

  • 25 consecutive days of activity, in and outside of the store environment
  • Touring showroom seen by 1.5 million people
  • 4,700 interactions
  • 3.1% increase in total IKEA sales

Open sesame

A strong expansion plan has seen IKEA call on BWP for support as it continues to open new stores. When the brand opened its first full store format in seven years, the agency was challenged to develop an execution that challenged preconceptions and brought the brand to life in an exciting way. In response, the agency devised an experiential activation that made a huge splash.

The agency transformed a three-deck pleasure boat into a floating showroom. Complete with a rooftop garden, interactive exhibition space and secret cinema snug, visitors could get a sneak peek at what they would discover at the new store as well as enjoying a slice of Swedish culture – life by the river.

The boat travelled up and down the River Thames offering people living within the new store’s catchment area a chance to reconnect with the brand.


  • 7,500 people visited the boat
  • 28,000 leaflets distributed
  • 30,000 people reached through school outreach programme
  • 350 new sign ups to IKEA FAMILY

Client Quote

“IKEA has worked with BWP Group for more than 6 years across a number of campaigns at a national brand level and event based store marketing. The BWP team approaches any challenge with a professional attitude and has grown to feel like an extension of our own marketing team. We know we can depend on them to deliver effective, creative campaigns that consistently deliver against KPIs. We look forward to many more successful campaigns...”

Marie Renwick – Country IKEA FAMILY Leader – Store Marketing & Communication

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