Deutsch's Big Event

Deutsch’s campaign supporting the reopening of Ikea’s flagship store in Elizabeth, N.J., had all the elements of a packaged goods ad from the 1950s: bright colors, corny music, overstated claims.
The results, however–unprecedented sales and attendance–were nothing to laugh at.
Sales jumped 35 percent and store traffic rose 53 percent during the grand unveiling a few weeks ago, according to the New York agency. Although the store is twice as large as before, advance advertising played a role in drawing customers.
In addition to a 30-second TV spot, Deutsch created bus posters (a long tube of “Ikea” toothpaste labeled “Jumbo size” and “New & Improved”), newspaper ads and a radio spot.