The creative idea: hundreds of life size cardboard cut-outs of IKEA consumers with statement on theirs chests "I am somewhere else - Wonder why? – go to the IKEA website or text (SMS) this number..." placed in cinemas, pubs, shopping malls, bus stops. An intriguing way to start dialogue and engage consumers. The reaction of consumers was very spontaneous – people played with the cut-outs – the campaign has become an integral part of cities’ environment

Integrated use of the idea derived from ambient campaign across all touchpoints and gave astonishing business results: IKEA Poland 22% growth of number of visitors (Q4 2006) the best IKEA market all over the world, starting from high base level (already saturated sales among “modernists”). 45% growth of IKEA website traffic.