When IKEA moved its store location in Bergen, Norway, they decided to ask for volunteers to help with the opening – a clever way of engaging with the local community. Volunteers could sign up on a website to do ‘favours’, such as making a speech during the opening, assisting the mayor at the ceremony, planting the first tree outside the entrance and hosting the customer radio. Check out the campaign video here: http://vimeo.com/50387281
The move attracted a great response, and people started volunteering for tasks IKEA hadn’t even advertised – including Norway’s best-selling hip-hop artist, Lars Vaular, who volunteered to hold a live concert. The opening ceremony was conducted entirely by local volunteers, with 20% of the town’s population attending. IKEA broke all previous sales records and it was the retailer’s most successful opening ever.