Sometimes thinking outside the box pays off. That certainly worked for IKEA when it conjured up a cheeky marketing tool ahead of its launch in Southampton.
The Swedish furniture store erected a massive banner on the side of its building - which just happened to overlook John Lewis' restaurant - saying "Bet they don't have meatballs in there."
Not only did it scream its message out to potential clients sitting in its rival's shop, but it also proved a way of getting press coverage. The advertising banner-come-publicity stunt caught the attention of The Daily Echo, which featured a large story on the store war.
When you consider the newspaper reaches over 101,000 readers across Hampshire and others online, IKEA got its message out to a lot of people for the price of one banner. Now that's what I call return on investment!
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