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IKEA creative street marketing (Japan)

 

Posted on April 16, 2008
David Billion

 

In Japan it’s cherry blossom season, and the time for the Japanese to celebrate the arrival of spring. IKEA Japan has decided to promote the opening of a new store in Kobe. This store is situated on Port Island, an artificial island connected to the city by a monorail. Inspired by the patterns of the Finnish textile company Marimekko the furniture chain developed a creative concept to advertise the opening of this new store:

The train will look like this until May 6. This is quite long for an advert of this kind... this is due to the fact that this specific train is normally not very crowded. The train’s interior has also been embellished with IKEA products and a special blog has been created to document the opening of the store.

This campaign reminds us of a previous campaign conducted by IKEA in New York where the brand decorated bus stops, phone booths and park benches to show that with its products you can create a homey feeling anywhere:

To sum it up, we think that this is a creative alternative campaign for the brand. The campaign is interesting, but it is nowhere as impressive as the measures IKEA came up with for its Japanese launch. (See the article on Culture-Buzz here.)


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Sources:
- pinktentacle.com
- inlife
- baptisteblog.com
- Translated from the French by Cordula Werle


 

Comments

1. Sunday 27 April 2008 attime 19:33, by kumi

ikea train is until may 6.

2. Monday 28 April 2008 attime 10:30,

Thank you for the information Kumi, we modified the article accordingly.

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