Ikea and agency, Forsman & Bodenfors of Sweden, are at it again as they reinvent their annual Ikea Wardrobe campaign. I recently posted on the group’s creative campaign to sell kitchen appliances via coffee table cookbooks; in this campaign they’ve turned everyday household storage into fashion show knockout.
Garderob, which means “wardrobe” in English, was the hook for a media blitz announcing the annual campaign, the design competition that fed the event, the website that promoted that competition and the four-day event that showcased the 25 designers chosen to compete in the final fashion spectacle.
Tapping traditional and online media outlets, the campaign went above and beyond the promotion of inexpensive furniture to build a current and creative story around what it is we do with that furniture. The rich storytelling around a relatively plain, box-shaped storage unit enabled Ikea to position their brand into the rich lives of designers, fashionistas, and fashion-forward consumers in Stockholm and throughout Sweden.
Ultimately, the grand-prize winner was a young watchmaker, but the real winner was Ikea with more than 60 journalists reporting on the fashion event and more than 10,500 people attending that same event over four days.
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