House & Home (113)
Subway flat
During one week, Ikea created a pop-up apartment in a Parisian subway station and hired 5 people to live in it. Commuters could follow their lifestyles in real-time but also online, thanks to a dedicated Facebook page. The 54m² apartment was equipped only with Ikea’s furniture. Next to it, the brand made the exact duplicate of the apartment in which people could enter to discover Ikea’s furniture.
Why it matters
With this installation, Ikea managed to combine street marketing and reality TV making the story appealing for both commuters and web surfers. But beyond the gain of exposure for the brand, Ikea is enhancing its “brand to live” image, with concrete product placement. What actions can you take to place your products somewhere which will eventually serve your brand image?
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