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Furniture retail giant Ikea has unveiled its latest creative campaign that cleverly transforms people's home windows into ad space.
The latest efforts, helmed by creative agency Åkestam Holst NoA, see the Swedish company handing out a series of specially printed roller blinds to participants.
These blinds do more than just block the sun, doubling as out-of-home (OOH) posters that spotlight Ikea's affordability, all while promoting its many home products, including pillows, mattresses, duvets, and beds.
It's a win-win for both Ikea and the consumers — while participants (dubbed "Sleepfluencers") sleep well at night knowing their windows are properly covered, the furniture giant gets to advertise its products through makeshift billboards, free of charge.
After all, who wouldn't want free roller blinds?
Known for innovations in both furniture and creatives, Ikea and Åkestam Holst NoA earlier this year launched a campaign that used a GPS-controlled billboard to reflect sunlight to surrounding areas, helping café-goers stay warm amidst the chilly weather.
These efforts are proof of the brand's dedication to out-of-the-box brand marketing strategies that make it stand out from competitors, drawing the attention of consumers.
Sleep and Success
Åkestam Holst NoA creative Michal Sitkiewicz explains that the campaign aims to highlight "the essence of IKEA’s Democratic Design" and make its products accessible to everyone.
Sitkiewicz continued, saying the brand's latest efforts are a playful example of how an everyday product can be turned into something that's both functional and innovative.
Launched in Sweden, Ikea's new campaign has since received positive feedback, with roller blinds taking over households all over the country.
"Working with a brand like IKEA is a true pleasure. It’s a brand with people who not only know how to make great, affordable furniture but also recognize a great communication idea when they see one.
We presented this on a Monday, the client loved it, and we started production just a few days later, which resulted in this campaign," Rickard Beskow, copywriter at Åkestam Holst NoA, shared with DesignRush.
According to Ikea Sweden Marketing Communication Leader Jonas Westberg, the campaign is also a way for the brand to give back to its customers while gaining visibility in a novel way.
"The campaign is a fun and unconventional way to help people sleep well while also promoting our affordable range to even more people," Westberg concluded.
Previously, Ikea put up a 3D billboard in Times Square, New York to highlight the "joys of missing out."
Editing by Katherine 'Makkie' Maclang
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