IKEA has been taking strong steps to position itself as the go-to source for moving and furnishing. One of their recent campaigns in Montreal, Canada has just won the company a North American Gold Effie — yet the increased customer engagement was the real prize. Partnering with ad agency Leo Burnett Toronto, IKEA decided to help everyday city folk during a popular moving day. They put up cardboard posters around the city that could transform into moving boxes. The cardboard included unique copyright, discounts on new furniture and moving tips. As a result of the campaign, store traffic in the area has risen by 14% and sales by 24.5%! This is proof that understanding the fundamental needs of customers can go a long way. What other companies have you seen provide free value?