The Urban Farm 'No Assembly Required' Stunt Takes a Jab at IKEA
Meghan Young — November 28, 2011 — Marketing
The Urban Farm 'No Assembly Required' publicity stunt takes a direct jab at larger companies like IKEA. This Canadian furniture company shows the benefit of already assembled furniture by strategically placing boxed furniture in public areas. By doing so, it shows how useless boxed furniture really is, and how much of a hassle it can be to have to put it together oneself.
Conceived and executed by Spring Advertising, an ad agency based in Vancouver, British Colombia, the Urban Farm No Assembly Required guerrilla marketing approach is located around their city. From benches to trash cans and hydrants, these boxed furniture pieces not only grab people's attention almost immediately, it also makes them ponder over just how much work is put into assembly-required items. Urban Farm is definitely an appealing alternative.
Conceived and executed by Spring Advertising, an ad agency based in Vancouver, British Colombia, the Urban Farm No Assembly Required guerrilla marketing approach is located around their city. From benches to trash cans and hydrants, these boxed furniture pieces not only grab people's attention almost immediately, it also makes them ponder over just how much work is put into assembly-required items. Urban Farm is definitely an appealing alternative.
Trend Themes
1. Guerrilla Marketing - The Urban Farm 'No Assembly Required' campaign utilizes guerrilla marketing tactics to make a strong statement against boxed furniture.
2. Assembled Furniture - The rise of already assembled furniture is disrupting the traditional furniture industry, providing convenience and ease to consumers.
3. User-experience Marketing - The Urban Farm campaign focuses on the user experience of furniture by highlighting the hassle of assembling boxed furniture, creating an innovative marketing approach.
Industry Implications
1. Furniture Retail - The boxed furniture campaign presents an opportunity for furniture retailers to highlight the convenience of already assembled furniture to attract customers.
2. Advertising - Ad agencies can tap into guerrilla marketing strategies like the Urban Farm campaign to create disruptive and attention-grabbing advertising campaigns.
3. Home Improvement - The already assembled furniture trend opens up opportunities for home improvement companies to offer ready-to-use furniture solutions for their customers.
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