Research IKEA had conducted research on Australian reading habits and found that one in three Australians would spend an extra hour in the day reading a good book Execution In honor of IKEAs 30 ID: 227593
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IKEA’s Bondi Beach BookshelfSlide2
Research:
IKEA had conducted research on Australian reading habits and found that one in three Australians would spend an extra hour in the day reading a good book.Execution: In honor of IKEA’s 30th Anniversary of their most popular bookshelf (the Billy), they set up the world’s largest outdoor library on Australia’s most famous beach (Bondi Beach).
They lined up 30 of their red Billy bookcases and filled them with around 6,000 books. They stood there for one whole day.
People could take the books by swapping for one of their own or donating some money to the Australian Literacy & Numeracy FoundationSlide3
Type: Guerilla Marketing
Ad Agency: IKEA (in-house)Target Market: Sunbathers and surfers on Bondi BeachTime-frame: February 2010Media Strategy:
Set up an outdoor library on Bondi Beach.
Received news press and relied on word-of-mouth. Linked with charitable organization.Slide4
Awards:
Media Coverage:Slide5
Effectiveness: Very creative and innovative
Library was placed on the most famous beach in AustraliaVery unconventional methodHighlighted their most popular book shelfDonations helped benefit Charity