IKEA IS A GREAT HOST.
AND AN EVEN BETTER GUEST

For decades, IKEA has been helping people create better homes. Since last year, it has also been bringing its products closer to customers through the “Click & Collect near you” service. The service was designed to make IKEA products more accessible by allowing customers to collect their orders at convenient local pickup points, without having to visit the IKEA store. Five pickup locations were introduced across Serbia, and SIVO was tasked with making sure everyone knew that IKEA was now coming to them.

Our starting point was simple: IKEA had spent years welcoming customers into its own home. Now it was becoming a guest in theirs. Under the campaign message “Here we come!”, we introduced IKEA to local communities in a way that felt personal and relevant.

We know what it takes to be a good guest. First, we take the time to understand our hosts, learn what matters to them, find common ground, and show genuine interest in the things they care about. Second, we know better than to arrive empty-handed.

We took the time to learn about each location: Čačak, Leskovac, Pančevo, Kragujevac and New Belgrade. We explored local traditions, landmarks, sayings and cultural references, then connected them with IKEA products through memorable and playful associations.

In Kragujevac, for example, the Aerodrom district became the runway where the GRADVIS plant pot landed. In New Belgrade, we introduced a STRANDMON armchair arriving at “the New Belgrade side of the bridge.” Across Šumadija, DRÖNA storage boxes found their way into local homes.

By creating locally relevant stories, we established an emotional connection with residents before supporting the campaign with geo-targeted digital communications that reached potential customers directly. The response was overwhelmingly positive. People welcomed not only our creative ideas, but also IKEA’s new pickup service.

The same approach was later adapted for the Croatian market.

We immersed ourselves in the local culture of Varaždin, Čakovec and Slavonski Brod, then built creative connections between IKEA products and regional traditions. INGATORP became the perfect table for serving Varaždin’s famous pastries, KALLAX proved ideal for both books and Međimurje’s homemade preserves, while a POKAL glass became the perfect companion after a serving of kulen.

Just like in Serbia, IKEA was welcomed with open arms.