A very clever guerilla campaign has been implemented for IKEA in Paris.
Several subway stations of the city have been furnished by IKEA with lamps and sofas for 2 weeks. Thus the passengers can wait for the trains on IKEA new collection furniture.
The key idea behind the stunt is to demonstrate the quality and durability of IKEA products via the ‘bum test’ of thousands of Parisians. To me, this campaign, other than durability, also reflects the affordability, for which the company is known around the globe.
The pictures below show that the walls are also decorated with IKEA advertising materials.
Very smart idea from IKEA 
Just can’t imagine this working anything close to smooth here in Russia…
Zalim 
Posted in 
Tags: 
Very interesting and smart promotion.
Hope we will have it in Russia soon
I’m afraid, they are going to need police squads all around the places they set up the furniture and keep it safe
Hi, Zalim! It’s really a very cool sample of guerilla marketing! I wonder why IKEA Russia fails to use (maybe with some transformations) ideas like this.
Hi Val, thanks for the comment
On the other hand, a week-long campaign would probably do ok even in Russia 
The transformation should be putting all that furniture behind bars, so that people didn’t ruin it