Ikea Japan: Home furnishing liner

January 16, 2009Filed under Outdoor and House, Garden, Pets
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From the place to sleep To home to enjoy.

Brief:
Persuade the Japanese consumers that home furnishing is a great and fun way to improve their life at home and succesfully launch IKEA's first store in Kansai region.
Execution:
We hi-jacked an entire train both inside and outside, furnished with IKEA extiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Portisland store, that represents “From the place to sleep To home to enjoy”.
Result:
TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers.

Advertising Agency:ADK Tokyo, Japan / DRILL Tokyo, Japan
Executive Creative Director:Ken Shimizu
Creative Director:Osamu Enari
Copywriter:Takeshi Tsuji
Account Supervisors:Hiroko Uchigaki, Kazuha Okuda
Producers:Naoko Sato, Ryuji Ueno
Art Director:Akio Yamauchi
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