Ikea came up with a creative way of attracting people to apply to join its new mega store in Sydney.

A creative agency came up with idea of inserting career instructions placed inside all the famous IKEA flat packs.  Customers literally delivered the mailer to themselves.  They could then also pass it on to friends and family.

Not only did it talk directly to those who love the brand, it created a whole new media channel – the flat packs themselves.

Most importantly, this marketing exercise resulted in 4285 applications, 280 hires, with negligible spend. Nice work Ikea. Enjoy the video:


Married to the amazing Sarah and raising Jakey, Daniel, Amelia, Josh & Jonah in our blended family. Passionate for Jesus, social work & sport.

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