Ikea Takes Showroom, Catalogs to the Streets
Retailer Ikea is once again hitting the streets to promote products in its latest catalog with a 3D showroom and mobile billboard.
Through Sept. 1, the company is roaming around high traffic events, including fairs, festivals and parades in Seattle with a vehicle designed to highlight some of products in the 2009 catalog.
The BioDiesel-fueled truck from GoMobile Advertising shows a living space encapsulated in the truck’s glass sides. It also features mobile billboards on multiple sides displaying new Ikea products. “Hip” music from eight speakers on the vehicle helps attract attention, the company said.
Brand ambassadors are also hyping up the display by handing out packages of Swedish Fish candy, a play off Swedish-affiliated Ikea, to talk to customers about the company and its new catalog.
And starting today, ambassadors will hand out copies of the catalogs to passersby who live in hard-to-reach areas for the retailer, Mike Seifert, vice president of sales for GoMobile Advertising, the company handing the campaign.
About 3,000 catalogs will be distributed in the Seattle area, he said. The retailer typically passes out 1 million catalogs each year.
The effort marks the third year Ikea has run an out-of-home campaign to promote its catalogs.
