Ikea stormed into New York City during the International Contemporary
Furniture Fair with a street campaign that brought the chain to life.
The catch? The retailer wasn’t invited to the event.
Instead Ikea set up shop across the street from the Jacob K. Javits
Convention Center the fair’s home with its own Ikea Everyday
Fabulous exhibit. Inside the retailer showed off its wares and talked
up the furniture’s role in relaxed living environments. The company
used themed giveaways to draw in visitors—dog dishes for the first 100
people who brought their pooches on Saturday; free picture frames for
the first 100 out-of-work actors who showed their SAG cards on Sunday;
and plush toys for the first 100 children ages five and under on
The company extended the Ikea love throughout the Big Apple. During the
same five-day period it gave home-decor makeovers to 650 public areas
in Manhattan plus one in Jersey City NJ . The company added
couches tables rugs and magazines to several bus shelters so
commuters had a comfier place to relax while waiting for their rides;
placed soft pillows at the bottom of playground slides; and spread
blankets and picnic baskets (complete with bottled water) at several
parks. Agency: Deutsch New York City.