IKEA Furnishes Parisian Subways

IKEA Furnishes Parisian Subways

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

Paloma M. Vazquez
  • 15 march 2010

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.

Ikea has furnished Paris’ St. Lazare, Champs-Elysées Clémenceau, Concorde, and Opéra subway stations with sofas and lamps for two weeks. Metro commuters will be waiting for their train on couches from Ikea’s new Ektorp and Karlstad collections. The key idea behind the stunt is to demonstrate the quality and durability of IKEA products via the ‘bum test’ of thousands of Parisians; particularly since IKEA is oftentimes embraced for its contemporary yet affordable (and disposable) furniture.

Agence 14 Septembre collaborated with IKEA on the campaign.  Also of interest is that IKEA today announced they awarded their integrated communications account to Ogilvy & Mather.

Additional photos of the furnished metro stops can be viewed here.

IKEA Furnishes Parisian Subways

+experiential marketing
+Guerrilla Marketing
+outdoor advertising
+public relations

Capsule Is Reimagining The Pharmacy As A Patient-First Experience

Brand Development Yesterday
Gaming & Play Yesterday
No search results found.