ikeaIssue:

At the beginning of Summer 2013, IKEA’s new commercial focus was to drive sales of its outdoor furniture range.

We needed to create an activation that would raise awareness of the outdoor range and inspire consumers to reconsider their own backyard, thanks to the number of IKEA solutions available.

Idea:

Australians love summer. They love being outdoors. But even more they love the great Aussie BBQ.

We decided to tap into this love by surprising the public with the IKEA BBQ Makeovers; a ‘makeover’ of popular public BBQ and picnic areas in Sydney, Melbourne and Brisbane with the best of IKEA’s outdoor furnishings, including gazebos, outdoor lounges, umbrellas, hammocks and bright textiles.

The activation invited the public to use all the new furniture as if they were in their own backyard. All furniture came with a name tag so that public could find the items online or instore.

To further build brand love and participation, IKEA treated everyone in the space with free coffees and ice-creams throughout the day.

Impact:

  • Activated in three states over two days simultaneously
  • Over 1,000 people participated in the activity
  • Eight pieces of coverage to date, including Time Out