MWW Group @ Deutsch Wins Platinum PR Award for IKEA Campaign
We are proud to announce MWW Group @ Deutsch has won a 2009 PR News Platinum PR Award in the Media Relations category for our work on the IKEA “Embrace Change ‘09” campaign.
In January 2009, IKEA wanted to elevate the status of its Washington, D.C. area stores after making significant local renovations, upgrades, and customer service enhancements. The communications goal was simple: to reintroduce the IKEA concept and stores to the D.C. area through a campaign that generates buzz and awareness and revive the enthusiasm and excitement Washingtonians feel for IKEA.
Coincidently, these positive adjustments to the IKEA D.C. area stores came at a time of “Change” for D.C., which led to the concept of the “Embrace Change ‘09″ Campaign developed by agency partner Deutsch NY and publicized internationally by the MWW Group Consumer Lifestyle Marketing team. During the week prior to the Presidential Inauguration, IKEA kicked off its “Embrace Change ‘09″ Campaign with an “IKEA Oval Office” positioned in Washington, D.C.’s high-traffic Union Station and a mock presidential motorcade that drove through the streets of D.C., with IKEA boxes strapped to the roof and a sofa protruding from the limo trunk. 
Within the two weeks surrounding IKEA’s physical presence in the D.C. market, MWW generated more than 495,500,000 media impressions from over 400 placements and more than 60 minutes of broadcast coverage in media outlets of every kind ranging from newspapers, magazines, television, key social, pop culture and design blogs, trades and even into a popular late night talk show host’s monologue. Additionally, blog posts mentioning IKEA increased by more than 300% within the duration of the campaign.
