Audience: Residents of cities of presence IKEA Russia, buyers of IKEA stores, members of the IKEA FAMILY club, in particular.Most people in Russia will find bedding at home, which I would like to change, because it is either outdated (lost color), or no longer meets the taste preferences of the owner, or does not constitute a complete set.Over time, such clothes are collected, used at the cottage or thrown away, adding to the dumps.

Objectives: Project goals: Create an easy, clear and profitable mechanism for IKEA customers to save the house from unnecessary bed linen in the most environmentally friendly and responsible way. Engage IKEA shoppers in a useful environmental initiative. The target by the number of participants is 30,000 people, 80% of them will become IKEA buyers \ make a purchase Reduce the volume of waste entering landfills. The purpose of the number of bed linen sent for reuse and recycling - 32 000 kg. Position the IKEA brand us as a responsible company that has a positive effect on the planet. Positioning goal:% of people who believe that "IKEA cares about people and the planet" - 56% (plus 2%).

Type: B2C

Language: English, Russian