Ikea, Mindshare and Go Media pull off NZ’s first full-network takeover

Ikea has launched a nationwide out of home campaign in partnership with Mindshare, executed across Go Media’s full 181-screen digital network.

On December 4, the retailer took over Go Media’s 132 large-format billboards nationwide and 49 digital screens in the Wellington rail network. This marked the first time any advertiser had ever booked the entire network for a single day.

A launch moment for all of Aotearoa

As Ikea opened its doors in Auckland, it emphasised that the celebration was nationwide. With delivery available to every region in New Zealand, the brand set out to ensure the launch didn’t feel like an Auckland-only moment.

Peter Moore, head of integrated media, Ikea Australia and New Zealand, says: “Whilst we welcome everyone to the Ikea Sylvia Park store in Auckland from December 4, it was equally important to demonstrate that Ikea is for all New Zealanders. When overlaid with the creative capability potential, the reach scale of the Go Media digital screen network presented a standout opportunity.”

Ikea head of marketing communications Erin Falconer adds: “Every creative execution within the campaign was tailored for its specific region, speaking directly to 25 local communities with hero products localised with AI generated additions making them personal and relevant.”

More than a national campaign

From Nelson to New Plymouth, Tauranga to Timaru, each featured Ikea’s range and a tailored local twist including:

• Rocket ship LED lamp for Gisborne
• Steaming kettle for Rotorua
• Penguin cushion for Timaru
• Wall rack featuring a hanging kite for Otaki
• Napkin sails for Auckland
• A blown-out umbrella for Wellington
• And many more…

“More than a national campaign, it became a moment designed to feel like a local announcement, everywhere,” says Falconer.

A strategic solution

Mindshare led the strategic development, working with Ikea, Havas Host and Go Media to shape a media moment that matched the scale of the brand’s arrival in Aotearoa.

“The collaboration demonstrated how dynamic DOOH and regional personalisation can elevate a retail launch into a cultural moment – connecting with audiences not just broadly, but meaningfully,” says Mindshare managing partner Hannah Joseph.

A milestone for Go Media

For Go Media, the campaign spanned 24+ regions and delivered its largest single-day digital OOH moment.

“This campaign was the perfect match of message and medium,” says Go Media sales director Matt Field.

“Ikea wanted all of New Zealand to know they deliver everywhere, and our nationwide digital network reaches more corners of the country than any other. Activating the full network in one day ensured that message landed with every community, from the biggest cities to the smallest regions.”

Field adds: “Whether commuters were catching a train in Wellington, driving through Dunedin or heading into work in Whangārei, they saw the same message: Ikea has arrived in New Zealand – and it has arrived for all of us.”

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