First, the flash mob crowd was able to experience the sturdiness of the pillows right there and then – not one single pillow burst! Second, the entire new range was set in scene strikingly and eye-cachingly. And third, we once again proved in a charming way that IKEA is a dynamic brand with lots of humour and understanding of extraordinary campaigns. And last but not least, the news piece made sure that the rest of Germany, who do not live in Cologne, got to know about all of this.

In Cologne, thousands of flash mob participants were pleasantly surprised and at home, in front of their TVs, more than 2,000,000 people were reached with the story in the main news. On Facebook and various blogs the story about the perplexed flash mob crowd also elicited an incredible response including a wealth of likes and shares.