As an ambient Project, cars turned into a display area with IKEA carpets on them.
On the 27th of June 2017, a major storm hit Istanbul and damaged many cars parked outside. In June 2018, when authorities warned citizens that a new hailstorm had been coming, people took “serious” precautions, like covering cars with carpets.
Describe the creative idea/insights
IKEA parked cars covered with IKEA carpets on them and turn the cars into o display for their products.
Describe the strategy.
So this was a great opportunity for IKEA to create a disruptive product displays which fits the brand’s tone of voice.
Describe the execution.
Parked cars covered with IKEA carpets on them and display them infront of the IKEA store
List the results.
The entire campaign became the most popular topic during the storm.