As part of their integrated “Wake Up Love” campaign, IKEA Russia renovated a movie theatre, replacing standard theater seating with rows of cozy beds.
IKEA has always done an excellent job advertising its “cool and affordable” furniture with catalogs and ads overflowing of dreamy interior design options achieved using IKEA products. But in addition to it’s print advertising, IKEA has recently decided to take their marketing strategy a step further, incorporating experiential tactics into their campaigns. In doing so, IKEA’s goal is to offer a way for consumers to physically engage with the brand in a more organic, less “marketed” approach.
For IKEA’s “Wake Up Love” campaign, moviegoers in the Russian town of Khimki were treated to quite a surprise this month, purchasing a movie ticket and then finding out they would be watching the movie in a theatre (dubbed the “Cinema of Love”) that had been transformed into a giant bedroom, outfitted with IKEA furniture. By giving consumers the opportunity to experience its product in a hands-on, surprise-and-delight activation, IKEA was able to successfully raise awareness for its brand while giving participants a memorable, impactful experience to ‘share’ with friends on their social accounts.