IKEA's Interacitve Ad Mixes Rock Climbing with Home Decor
Laura McQuarrie — September 11, 2014 — Marketing
References: facebook & designtaxi
In order to kick off the opening of a new store in France, IKEA set up an unusual climbing wall to raise awareness about this event. With the aid of the ubi bene agency, IKEA set up a rock wall and dressed it up with everything from dining tables to chairs and beds.
The rock wall was set up so that showroom furniture pieces were fixed in place vertically, making it the perfect opportunity to capture a dynamic selfie. With a professional on site, people on the street were invited to get fitted with a harness and take the climb up the quirkiest showroom ever. To make getting around easy, the rock wall included spots for people to grip and step, offering a quick way to scoot from the bedroom to the living room.
The rock wall was set up so that showroom furniture pieces were fixed in place vertically, making it the perfect opportunity to capture a dynamic selfie. With a professional on site, people on the street were invited to get fitted with a harness and take the climb up the quirkiest showroom ever. To make getting around easy, the rock wall included spots for people to grip and step, offering a quick way to scoot from the bedroom to the living room.
Trend Themes
1. Interactive Marketing - Creating interactive and engaging experiences for customers through unconventional marketing strategies such as incorporating climbing walls.
2. Brand Activation - Using unique and creative initiatives to promote brand awareness and generate excitement around store openings or events.
3. Experiential Retail - Transforming retail spaces into immersive environments that offer customers memorable and interactive experiences.
Industry Implications
1. Furniture Retail - Integrating interactive elements like climbing walls into furniture retail stores to attract customers and differentiate from competitors.
2. Outdoor Recreation - Exploring innovative ways to combine outdoor activities, such as rock climbing, with branding and marketing opportunities.
3. Event Planning - Incorporating unique installations, like furnished climbing walls, into event planning to create memorable experiences for attendees.
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