MARKETING INNOVATION #2:
Showcasing how IKEA's furniture can fit into
Japanese's Compact Apartments
IKEA turned an entire monorail into a colorful showroom in Japan. To kick off their latest location in Tokyo near Tachikawa station, the company decorated the train with vibrant patterns, rugs and home accessories. Not only did this awesome party train give commuters a taste of IKEA’s wares, but it no doubt made their train journey a little more fun!
The pop-up IKEA showroom gave Tokyo strap hangers a treat as they boarded the train at Tachikawa station. Rather than the expected dull interior, IKEA jazzed up the monorail with their signature bold colors and patterns. The train benches were transformed into comfortable couches upholstered in IKEA fabric and strewn with cushy throw pillows, floors were lined with kitschy printed carpets, and lanterns and flags hung from the ceiling and on windows.
To keep the party spirit, the center aisle was also lined with coffee tables and end tables, and stacked with party food and drinks for commuters to enjoy. The lucky passengers won a raffle for tickets given by IKEA, and enjoyed a day of food, drink, quizzes and giveaways. The colorful train circled for just two days before going back to its regular look. IKEA has proven once again that it can turn any interior into a comfortable and livable place – even the narrow confines of a moving commuter rail train.
Source:
Lori Zimmer. (2014). IKEA transforms an entire japanese monorail into an awesome mobile showroom
Strength:
1. The railway is now an exhibitions to showcase ‘compact living’. This can also indirectly
demonstrate what can be achieved in a small japanese apartment with IKEA furniture
2. Learning experience for designers. Afterall they are designing the interior of a public transport.
Maybe this knowledge could be used for other transports such as airplanes?
3. In Japan, monorails are a major means of passenger transportation hence this campaign will be
able to create a wider outreach
MARKETING INNOVATION #3:
IKEA Bigger Storage Ideas on Frankfurt Balcony
Source:
Duncan Macleod. (2009). IKEA Bigger Storage Ideas on Frankfurt Balcony
IKEA Frankfurt commissioned Ogilvy Frankfurt to redesign the front of a whole apartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes, winning customers and awards in the process. The most recent award was the Yellow Pencil for Environmental Graphics in Graphic Design at the D&AD Awards held this last week.
IKEA produces practical boxes and drawers in all shapes and sizes for all storage needs. IKEA Frankfurt identified their target market for these products as people living in small flats and apartments, many of which have messy corners. IKEA’s storage solutions were placed in a context that would be hard for Frankfurt apartment dwellers to ignore. The campaign was launched in March 2008, marking the first anniversary of the Frankfurt Nieder-Eeschbach store. On an average day over 12,000 pedestrians, cyclists and motorists passed through the street. Sales staff were able to connect with pedestrians, handing out postcards and catalogues.
Strength:
1. The campaign was targeted at the correct audience.
