Ikea hopes ad campaign will fail to move shoppers

Ikea has launched its biggest-ever advertising campaign, encouraging consumers to think about improving their existing homes rather than moving.

The ads, which exploit the slowdown in the property market, have the strapline “Home is the most important place in the world”. They are being run on television and radio, in cinemas, on billboards and online. The company has also set up a new website linked to the campaign, notgoinganywhere.co.uk.

The company said it hoped to persuade people who could not afford to move to turn their house into a home.

The move comes as the Swedish giant announced a turnaround in performance for the year to August 31, growing sales in the UK 7% to around £1.2b. The figures mark a change in fortune for Ikea, whose 3% growth the previous year was the second-worst in its two-decade UK history.

Ikea hopes to have almost doubled its number of stores by the end of 2008 to 19.

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