Client
IKEA
Project
FLATPACK
Now the large items are in stock too
IKEA Copenhagen has faced the challenge that many people perceive the store as a showroom, where you can’t take the larger items home with you. As a result, many customers still travelled to Taastrup or Gentofte when looking for a bookcase or a sofa. To change that, IKEA Copenhagen expanded its warehouse capacity, making a much larger part of the assortment available to take home immediately. We marked the occasion with a campaign that “flatpacked” Copenhagen. Leaving no doubt that the big items are now in stock too.
We wrapped Copenhagen
Instead of launching a product-focused campaign pushing specific IKEA items, we created a broader, more iconic statement. We quite literally wrapped Copenhagen in the unmistakable IKEA flatpack design. A simple message: Packaged in a spectacular way.
Went viral
The campaign was picked up by international industry media such as The Drum, Famous Campaigns and Good Ads Matter. It was also named Outdoor Campaign of the Week by Lürzer’s Archive and Campaign of the Month by Outofhomedia.
IKEA is one of the world’s most recognisable brands – not least because of its classic grey cardboard box with barcodes, icons and the iconic logo.
In collaboration with Dentsu, we used that insight to solve a specific challenge: making Copenhageners aware that you can buy even the largest furniture pieces at IKEA’s city store.
The solution was simple and effective.
We wrapped a bus as a giant IKEA cardboard box – complete with all the familiar details. The result was a moving, impossible-to-miss proof point in the heart of the city.
Work
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