We used most functional pieces of IKEA furniture – KALLAX cabinet and LEKMAN boxes – to create KALLAX Real Timer that we then we put on billboards. KALLAX Real Timers were built in strategic locations at most crowded crossroads in Warsaw. Places that drivers are passing by day after day from home to work and back. Billboards were informing drivers about the expected arrival time to the nearest IKEA store in Warsaw. After checking driving time from strategic points to the nearest IKEA store, our IKEA crews constantly updated this information on KALLAX Real Timers. During the whole campaign, they did it more than three hundred times.

For the last few years Warsaw was city constantly under construction so driving anywhere took longer that it should.