How do you get maximum attention of young people? Advertise in cinemas but don’t do a standard commercial. So we inspired moviegoers with an unseen idea to get them spreading our message themselves. We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the people’s attention to the IKEA products.

The installation was realised for one month and was seen daily by more than 70,000 passersby. Many newspapers reported on the project. The Traffic at the two IKEA stores in Vienna increased by 5.7% compared to the same period one year before.