As part of an eight week advertising campaign Ikea ran a ‘digital flea market’ for secondhand furniture on Sundays. The Second Hand campaign encouraged people buying new Ikea furniture to sell their old furniture rather than letting it go to landfill. Ikea’s agency shot ads of some customers’ old furniture which appeared with the seller’s phone number online, on posters, on TV ads, and on Ikea’s Facebook page on Sundays. All the furniture used in the campaign found its way to a new home, and sales of Ikea’s new furniture increased.
I wonder if we will be seeing the Second Hand campaign running here? At the very least it may boost awareness and appetite for secondhand furniture generally. Ikea’s campaign is currently arms length, encouraging a secondary market. I wonder if we will see other furniture retailers follow suit? Some furniture retailers will remove furniture they are replacing, for a fee.
Elsewhere, in the clothing industry, Marks & Spencer have partnered with Oxfam to take unwanted M&S clothes, where as Monsoon, and Timberland have in-store recycling programmes in exchange for vouchers or discounts off new purchases.
Re-use is one way to extend a product’s life, but what about the beginning and end of a product’s life? It would be great to see more furniture and other products whose design considers what happens when the product is no longer wanted, so that it can be readily dissembled, repaired or recycled.
- IKEA campaign lets customers buy used IKEA furniture online (Video) (treehugger.com)
- IKEA Launches Virtual Flea Market to Encourage Furniture Reselling, Sees 100% Success Rate (inhabitat.com)
- Ad of the Week: Ikea, Second Hand Campaign (creativereview.co.uk)