Campaign Showcase – Ikea

Ingvar Kamprad founded Ikea in 1943 and the company has not stopped growing since. There are over 332 major Ikea retail stores in 38 countries across the globe so advertising is vital!

Here is a small selection of some of Ikea’s wonderful, inventive, and eye catching advertising campaigns. We start in Austria with a video showing people engaging with an innovative large format billboard made to look like a wardrobe with a sliding door. The strapline used here is ‘Live as you please, with a wardrobe that suits you’.

Following on from this, we move to China where Ikea and JCDecaux worked together to create an innovative form of a wall wrap. The campaign is printed on what looks like window blinds. It was a striking texture but not visually clear to read from a distance. This encourages passers-by to take a closer look.

China

 

China

 

China

Another interesting and impressive campaign is covering the pillars with storage boxes. Ikea are infamous for creating eye catching campaigns as well as informing the general public about their latest products. This was a perfect way to combine these elements together.

China

Across the globe in Czech Republic, a tease and reveal campaign on outdoor MUPI’s were created by IKEA and JCDecaux. The MUPI was first covered with brown cardboard giving a “teaser’ of what the actual advertisement could be. After time, it was removed revealing the MUPI below. An example of this can be seen below.

Czech Republic

 

Czech Republic

A very creative and realistic approach was taken in Denmark by converting bus shelters into ‘homes’. Actual furniture sold within IKEA stores was set up at bus shelters. A sofa replaced the traditional seating. This allowed consumers to sample products and test them out before purchasing.

Denmark

 

Denmark

 

Denmark

 

Denmark

 

Finland

Below is one of IKEA’s ‘simpler’ advertising campaigns in France. It is very different to the usual methods used by IKEA in terms of simplicity but what makes it even more different is that the usual striking yellow colour has not been used. The location of this campaign is excellent as it is placed in the middle of seating for the commuters.

France

 

France

 

Germany

A simple wall wrap is just as effective as the innovative campaigns that IKEA produce. The design is very clean cut which allows commuters to absorb the information in a short amount of time.

Italy

 

Italy

Japan saw a giant over sized chair from the IKEA stock in Japan. A smaller version of the chair was placed in between two public benches. This is very unusual yet eye catching. There are no indications that this chair belongs to IKEA. However, consumers become familiar with IKEA’s advertising and instinctively make a connection between the two.

Japan

 

Netherlands

Netherlands used the same advertising technique as Czech Republic since  it proved very popular. It is a great way to engage with the public as they have no idea when the MUPI underneath will be revealed.

Netherlands

 

Netherlands

 

Singapore

 

Spain

 

Spain

Below is a video of people in Sweden utilizing the bus shelter turned into a “home”.

Finally, we have the legendary advertisements that are unmissable; the dark blue text on a very bright yellow background. In the UK, a lightbox fitted with an LED light was used. This ensured the vibrancy of colours were still visible at night as the LED shone.

UK