IKEA Embrace Change

Riding the pop culture phenomenon of Obama’s presidential election victory, TH created a replica Oval Office and mock Presidential motorcade in true IKEA form. Completely outfitted in IKEA furniture, the pop-up office was installed in Washington, D.C.’s Union Station in the days leading up to the Inauguration and was staffed with stand-in Secret Service. Following the installation, a coordinated motorcade hit the streets of D.C. featuring a mock presidential limousine with IKEA boxes strapped to the roof and a sofa in the trunk, with waving American & IKEA flags affixed to the hood. The campaign garnered over 550 million impressions across 400 media outlets and more than 60 minutes of broadcast coverage, including a mention on Late Night with Conan O’Brien—the biggest PR success in IKEA’s history to date.

*Gold Clio award winning campaign

5 activation days
550,000,000 total impressions
400 unique media placements
60+ minutes of broadcast coverage