Execution

Every time an IKEA store launches in Japan, traffic jam become a huge public concern. Especially the 1st store in Tokyo, the neighborhood residents are so worried about this traffic issue that people started Anti-IKEA protest movement. Our disruptive idea was to use people who gathered to join Anti-IKEA campaign, as OUR partner. We offered them a chance to furnish their own town with IKEA's furnitures for free! We encouraged them to furnish the local train for more comfortable commute, and the deserted local street that connects train station to IKEA store. By furnishing the train and street together, people began to like IKEA and IKEA's furniture, and more importantly, people began to understand that they can use train to go to IKEA, not by car. What we did was just providing our furnitures, which eventually become a great direct advertisement in train and street. The Store opening was the most successful in IKEA's history in Japan. 130% more visitors than original target. Despite the huge crowd, NO traffic jam has been reported yet.