First, IKEA should have orchestrated multiple mobile store location near locations that highlight saving the environment.

Second, IKEA should have gave out the same incentive to customers but including volunteer time as another way to add up time towards the purchase.

Lastly, IKEA benefited from free media, but the cap was only $14M. Depending on how much product they gave away for customers "time", IKEA could have included other expert furniture craftspeople and designers to educate customers on the impact of their purchase using time as a metaphor or analogy to influence people to make environmentally sound decisions instead of simply getting free stuff because ain't nothing for free in this world.