As a part of an integrated 'Wake Up Love' campaign, IKEA Russia has changed ordinary cinema experience by letting people watch movies (i.e. spend time together, be entertained and have fun) in BEDS!

And had converted one of the cinema halls into bedroom, completely replacing standard seats with cozy beds that fit either a loving couple or a family with children.

During cold winter IKEA gives couples and families chance to go out together, spend time hugging in warm bed and by chance to test new IKEA bedroom solutions in a way they use it at home.

As a part of the IKEA integrated campaign “Wake Up Love” (IKEA bedroom solutions bring back emotions, harmony, love and joy to the bedrooms) IKEA Russia created “IKEA Love Cinema”. IKEA designers created romantic atmosphere by changing regular chairs in cinema to new cozy IKEA bedroom solutions. During cold winter IKEA gives couples and families chance to go out together, spend time hugging in warm bed and by chance to test new IKEA bedroom solutions in a way they use it at home.

Share more love on ikea.ru/love

Results:

- Two days after the IKEA Love Cinema launch all tickets were sold out and the activity enjoyed mass coverage in international media highlighted how the IKEA Russia project brought more love back into our world.

- PR Value $4 700 000