IKEA’s “Den Store Strammedagen”

In 2017, IKEA wanted to do something different on Black Friday, feeling that the extreme shopping day doesn’t fit with their core values and ongoing sustainability work.

SMFB came up with the idea that it was time to take the bull by the horns, replacing big offers with communication, reminding their customers to re- tighten their furniture so it would last longer. There is hardly a better day to encourage people to take better care of what they already own than on Black Friday.

Therefore IKEA introduced “Den Store Strammedagen”

At every IKEA warehouse in Norway, we put up a stand to remind people to tighten the screws of their furniture to keep the same quality of the product for as long as possible. We handed out a custom-made T-shirt to the first 100 customers of the day as well as a Limited-Edition Allen-key to everybody throughout Black Friday.

Meanwhile “Strammepatruljen” drove to people’s homes and helped those who just could not find the time to tighten up and maintain their furniture.