Ikea Japan: Home furnishing liner
From the place to sleep To home to enjoy.
Brief:
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.
Execution:
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”.
Result:
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.
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
6 Comments
very very gooood.......pimp my train.
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Good idea!
But soso
won in Cannes in 1998 by Deutsch. the only difference is that it wasn't a PR stunt but a TV ad.
rip-off.
Yep, already done.
Amazing!
Who wouldn't love to get to work lying down on a comfy Restava mattress? From now on, in every half of hour spent in the crowded public transport I’ll just imagine I were a happy Japanese in that lovely train.
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.
contemporary bathroom