IKEA LENDS A HAND TO THE HAVE-NOTS

Kicks off Sale Only for Those Making Less Than $200,000

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SAN FRANCISCO (AdAge.com) -- Swedish furniture retailer Ikea Home Furnishings fosters a bit of class warfare in a summer sales campaign breaking later this month.

As part of a promotion dubbed "Some things money can't buy," only consumers who make less than $200,000 a year will be allowed to shop at an event aimed to give "the rest of us something the very rich can't" have, that is, access to the sale, Ikea said.

But Ikea isn't exactly

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forgetting the rich. The first 500 shoppers who show a tax return or pay stub to prove they make more than $200,000 a year will be given something to do while banished from the sale. Ikea will give them a complimentary copy of War and Peace and a free $7.95 Ikea Espressivo work lamp.

The campaign will be supported by print and radio ads in all Ikea markets, as well as direct mail and in-store and out-of-store advertising.

The campaign is the first effort from Ikea's new agency, Crispen Porter & Bugosky, Miami, which won the $40 million to $50 million account in February. The agency's first major advertising campaign is expected to break for the back-to-school season.

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