The seventh Ikea store to open in mainland China is located in XiangLujiao, a promenade street in the heart of the city’s shopping district.
The OOH campaign includes decorating the platform in Kai FaQu metro station with IKEA furniture so the public can get close up and personal to the products.
The OOH campaign includes decorating the platform in Kai FaQu metro station with IKEA furniture so the public can get close up and personal to the products.
Another interesting execution is the projection of Ikea products and logo onto the chimneys of the city‘s power station in the evening as well as transforming a bus shelter into a mini window front. There is also a seven metre Ikea chair in QingNiWa Street.
“It is the first time in China, if not in Asia, that Ikea is doing these sort of creative OOH marketing executions” said Queenie Li, senior account service manager at Kinetic, which negotiated with the Dalian Government alongside vendor V Media.
Kinetic has been working on the Ikea account in China for three years together with the global media agency MEC. Saatchi & Saatchi Beijing is responsible for this opening project.
Ikea entered China in 1998 with its first store in Beijing and now has stores in Shanghai, Guangzhou, Shenzhen, Chengdu and Nanjing.
