The decision of placing an ikea product in a museum of the XVIII century is not just a creative idea, it is a media strategy. Places like this, seen as media, transform the client experience with brands. Besides, the media decision makes the product perception higher, the media place makes the whole difference transforming the perception of a low cost and functional brand in a most desirable one.

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.

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.