We are talking to a special audience, classy, with good taste, curious, and with prejudices about a low cost sweedish brand. We made them play with the brand and try to find the furniture in a place that apparently do not fit. They change the perception, and finilly they bought the product. Sales in living rooms category increase 10%.

INSOME COUNTRIES IKEA IS REGARDED AS LOW QUALITY FURNITURE, JUST FUNCTIONAL, USED MORE TO FURNISH COLLEGE STUDENT'S APARTMENTS RATHER THAN CLASSY LIVING ROOMS.

TO DEMONSTRATE THAT OUR FURNITURE CAN FIT IN THE MOST STYLISH LIVING ROOMS, WE DID SOMETHING THAT SEEMED IMPOSSIBLE: WE SNEAKED IT INTO A MUSEUM.

NOT JUST ANY MUSEUM: THE ONE THAT OWNS THE LARGEST COLLECTION OF XVIII FURNITURE.

Tarjet Audience: For the many, especially families with children and No Clients who do not think about IKEA when they want to change furniture in their living room.

WE SNEAKED IN AND PLACED SOME IKEA FURNITURE AROUND THE MUSEUM AND CHALLENGED PEOPLE TO FIND IT.

THROUGH A MOBILE PHONE YOU COULD DETECT THE FURNITURE AND BUY IT VIA E-COMMERCE.

10% SALES INCREASE IN LIVING ROOM FURNITURE

100% OF PEOPLE THOUGHT ABOUT IT/ 100% OF PEOPLE'S PREJUDICE CHANGED.