Ikea
Saatchi & Saatchi
Beijing
background & objective
Ikea was going to open a new store in Dalian, China on February 19th, 2019 and wanted to create awareness about the opening and Ikea as a brand. Instead of having people come to Ikea to view its furniture, we decided to bring Ikea’s furniture to the people. To arouse curiosity, we placed big Ikea furniture and other items in heavily populated areas like MTR stations, subway cars, bus stops, and in the trains.
my role
I was the art director on this project and developed some of the concepts, such as the big chair, that was later executed.
concept
Bring the comfort of Ikea to your city. Let people experience together.
category
Campaign
Outdoor
Big Box
idea
Big Box
A big box was placed at the central square in Dalin just before Ikea's opening. The public was invited to guess what was in the box. On Feb 19th, the content of the box was unveiled, showing the contents inside. Those who guessed correctly won a surprise gift from Ikea.
idea
A big box was placed at central square in Dalin just before Ikea's opening. The public were invited to guess what was in the box. On the Feb 19th, the content of the box was unveiled, showing the contents inside. Those who guessed correctly won a surprise gift from Ikea.
Big Furniture
Big Furniture
idea
To develop big influence, we placed big Ikea furnitures and items at high traffic places like MTR stations, subway cars,
bus stops, and in the trains.
idea
To develop big influence, we placed big Ikea furnitures and items at high traffic places like MTR stations, subway cars, bus stops, and in the trains.
Big Projection
Big Projection
idea
Ikea will keep you warm in winter.
idea
Ikea will keep you warm in winter.
Result
Result
In 14 days of Dalian store opening,
the sales:
the visitors:
family members:
customs:
In 14 days of Dalian store opening,
the sales:
the visitors:
family members:
customs:
¥9,409,976
183, 835
41,342
48,313
This project won a Gold medal in the 2009 LONG XI China Award.