IKEA turns nail salons and beaches into showrooms in PH

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IKEA Philippines is turning public places into product showrooms in a new campaign that aims to reach more prospective customers who may not have convenient access to the country’s sole IKEA store across 7,000 islands.

Done in partnership with Ogilvy, the campaign, titled #IKEAEverywhere sees spaces such as beaches, gyms, clinics and nail salons feature IKEA furniture along with a QR code that customers can scan to shop at these locations.

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The QR code comes with a speech bubble that says “This is an IKEA store” which contrasts its surroundings to invite passersby to interact with it.

The campaign also included a country-wide easter egg hunt led by influencers who have searched and scanned through all the different IKEA stores that they could find. IKEA fans were also engaged on social media as they posted their homes online as IKEA stores.

To raise awareness for #IKEAEverywhere, the campaign spans e-jeepneys, GrabCars, OOH billboards and outdoor executions across EDSA, SLEX and NLEX.

According to IKEA, the company saw a 30% increase in sales as compared to the same period last year and online foot traffic was 4.5 times the physical store foot traffic one month after the campaign.

IKEA is no stranger to cheeky campaigns. Recently in Singapore, IKEA took the country’s Prime Minister Lee Hsien Loong's Chinese New Year call for young Singaporeans to boost birth rates by welcoming "a little dragon" into their homes to the next level with a new ad complying with the request.

Promoting its new year duvet and pillowcase sets, the ads cheekily say, "It's getting Huat in here" and "Unleash your Dragon". Below the ads, IKEA wishes customers a "Happy Valentine's Night".

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