In Brief

IKEA has demonstrated creativity in a recent guerrilla marketing initiative by furnishing Parisian subway stops.

IKEA have demonstrated originality and creativity in their guerrilla and experiential marketing initiatives for some time now – from a 20X20 box to promote their Brooklyn, NY store opening (bigger than the respective 10X10 they could fit in a Manhattan studio), to the Oval Office they furnished for Obama’s then-new office last year. The international retailer’s most recent effort to get on customers’ minds and in their hearts – where they least expect it – entails furnishing Parisian subway stops.

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