Here's How Ikea, a Challenger Brand in Japan, Built a New Audience

A campaign from its agency, Wieden+Kennedy, broke through

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When one thinks of a challenger brand, Ikea doesn’t necessarily leap to mind. However, in Japan, the venerable Swedish brand is just that. Here’s how Ikea broke through, according to Anna Ohlin, country marketing manager in Japan, the first guest at Adweek’s Challenger Brands in the APAC region.

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Despite having almost 500 stores in over 50 markets, Ikea isn’t a big player in Japan. The country has several large incumbents, and there are other issues to consider: Japan has the lowest category involvement in the world, with 81% of people saying they have no interest in changing anything in their homes, according to Ohlin.



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