The idea was to play with the widely recognisable shapes and designs of the IKEA storage range and to put them into a new and surprising context. By redesigning the front of a whole apartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes we made two points: Gaining the highest level of attention and literally linking the product to where it belongs – small flats and apartments.

All pedestrians, cyclists and drivers passing the street account for 12,000 contacts on a single day totalling 168,000 contacts within the 2 week promotion period. Local newspaper and ad press covered the promotion and visitors and sales at the two IKEA outlets in Frankfurt increased substantially. The postcard response rate was about 18%.