IKEA was opening a new store in Barcelona, and wanted to inform the local population about the store’s location and to encourage them to go and shop in the store on the opening day. Due to its proximity to the target and the budget, street marketing was chosen as the ideal strategy to inform the public about how to find the new store and to give shopping discounts to potential clients.

Barcelona is one of the regions in Europe with the highest number of toll roads. There's a general outcry against them, and complaints have reached Parliament. IKEA's slogan in Spain is 'Your revolution starts at home', and to meet this briefing, we put a revolutionary idea into action: we created Peåjën, the world’s first toll gates that instead of charging you, actually pay you.

To redirect traffic towards the store in a fun way, we situated pleasant-looking toll booths around the city, which were decorated with IKEA furniture. Outside, toll guards handed out fliers with €5 to spend at IKEA.

We didn't need to go and look for people in order to distribute the promotional fliers. People queued up in the street to get one and even the local media approached the gates to relate what was happening. We made news with our handing out of fliers, and the consumers, as well as having the chance to experience the brand first hand, went in droves to the new IKEA store. Over 15,000 people, with the money from the Peåjën in their hands and a smile on their faces, came to the new IKEA store as they all knew where it was located.

Located in the busiest streets, the Peåjën and the performance of the toll booth guards connected in a fun way with the social spirit against the toll roads.

We turned a simple distribution of fliers into something fun and rebellious. This activity gave authenticity to the brand’s slogan, revolutionising the consumers’ way of seeing something that they hate, something that they discover even before going to the IKEA stores in Barcelona. In addition, the interior of the toll booths functioned as a shop window displaying products that the public would later find in the store.