IKEA Places Sofa In Real-Estate Ads

Furniture store gets creative and turns ordinary homes into showrooms.


Scandinavian furniture store IKEA gets innovative and turns real homes in Norway into showrooms. Ad agency SMFB was assigned to promote a new line of IKEA two-seater sofas: Tidafors. Instead of using conventional media space, SMFB targeted people selling or renting out their homes and placed the sofa as a selling point in the real estate ads and listings.

The successful ad campaign created huge buzz in Norwegian mass media and raised substantial awareness of the Tidafors sofa. Watch The Home Showroom campaign case study below.

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