IKEA moved its store location in Bergen, Norway, and they decided to ask for volunteers to help with the opening to engage with the community. They used press, outdoor, banner ads, and social media to call them to action. Volunteers could sign up on its website to do favours such as making a speech during the opening, assisting the mayor at the ceremony, planting the first tree outside the entrance, hosting the customer radio, etc.
There was a great response, and people started volunteering for tasks IKEA hadn’t even advertised. Norway’s best-selling hip-hop artist, Lars Vaular, volunteered to do a live concert. The store opening ceremony was entirely conducted by volunteering locals, with 20% of the town’s population attending. IKEA broke all previous sales records and it was the retailer’s most successful opening ever.
Imagine if a company did this in the UK as part of a school project.
http://www.psfk.com/2012/10/ikea-asks-volunteers-move-store.html
