All about breaking through the fog and driving visitation to a new IKEA opening. The brand approached the campaign with serious numbers, wanting an increase in sales of 35% and a 50% increase in visitors, so the Leo Burnett team had a real challenge. “In a city doubling in population and adding new retail brands by the month, the prevalent behaviour had become to hang back a week or two until the crowds died down. To convince people that opening day was a must-attend event, the agency fundamentally reinvented the last bastion of shopping motivation – discounts (a.k.a. coupons). They created the very first ‘Human Coupon,’ turning regular people into living, breathing coupons; only being redeemable on opening day.” [Via.](http://promoawards.strategyonline.ca/Winners/IKEA_Human_Coupons)