IKEA makes a advertising and marketing stunt out of scaffolding By Rosie Hilder revealed 4 September 23 The massive blue bag strikes once more.

IKEA is coming to London’s Oxford Road, and it is made its presence recognized through its iconic big blue tote bag, which is masking the scaffolding on its new website. It definitely beats the standard ‘coming quickly’ or ‘do not thoughts us, we’re simply getting dressed’ indicators that retailers typically sport whereas they’re getting a makeover.

The bag is 62-feet-tall and 128-feet -wide, making it the largest IKEA blue bag we have seen, even greater than the massive blue bag sculpture that hit the States earlier this yr. The stunt was created by Mom and is yet one more piece of intelligent advertising and marketing from IKEA.

This big bag reminds us all that IKEA is coming to Oxford Road, and the bag goes to be there for some time, till autumn 2024, if all goes to plan. Like the most effective promoting stunts, its impression should not put on off, because the bag is so iconic that guests from world wide will ‘get’ that it signifies a brand new IKEA retailer. Londoners will little doubt cease noticing the bag, however will nonetheless know what it signifies.

Different advertising and marketing ploys from the Swedish homeware big this yr embrace adverts with no product, and a MTV Cribs parody. And prior to now we have seen prints adverts you may wee on (sure, actually), and a Ronaldo water bottle advert that confirmed the model is firmly a part of the Zeitgeist. With this newest trick, IKEA has as soon as once more proven that it is aware of how greatest to leverage its model.