Home furnishing liner

July 2009
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Persuade the Japanese consumers that home furnishing is a great and fun way to improve their life at home and succesfully launch IKEA's first store in Kansai region.
We hi-jacked an entire train both inside and outside, furnished with IKEA extiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Portisland store, that represents “From the place to sleep To home to enjoy”.
TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers.

From the place to sleep To home to enjoy.

Advertising Agency: ADK Tokyo, Japan / DRILL Tokyo, Japan
Executive Creative Director: Ken Shimizu
Creative Director: Osamu Enari
Copywriter: Takeshi Tsuji
Account Supervisors: Hiroko Uchigaki, Kazuha Okuda
Producers: Naoko Sato, Ryuji Ueno
Art Director: Akio Yamauchi

Comments (5)

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davviel's picture
3 Activity Scores

Very ingenious, others should follow the same idea as well. A fully furnished train? It really sounds like something I'd love to try. Ikea is a big success in Japan, there's no question about it.