The new Ikea billboard is the definition of the company’s functional ethos. It’s a giant mirror controlled by the GPS to reflect the sun’s rays and let people enjoy the Swedish summer. And we’re all about the innovative campaigns. Learn how this original Ikea billboard came to be.
Ikea billboard brings summer vibes to Stockholm
Some cafes get more sun than others. Ikea is there to bring this disparity to an end. The company installed a big mirror in the middle of Stockholm’s beautiful Gamla Stan (or the Old Town) to reflect the sun to the places that usually don’t get it. And what an adorable idea it is.
And it’s not just an empty concept, the Swedish brand actually put some technology where its mouth is. The Ikea billboard is equipped with a GPS motor that controls the movement and ensures the even distribution of sunlight to the cafes on the square. The mirror in question is Ikea’s very own Nissedal model. In a great outdoor advertising fashion, there’s a recognizable Ikea tag with the price of the product.
Ikea billboard is a brainchild of Åkestam Holst NoA agency in partnership with Havells and Ocean Outdoor. If you’ve ever been to Sweden in summer you know that it can be pretty capricious and the sun is not always there for people to enjoy. Ikea allows people to get more of it while having a fika break in one of the Gamla Stan cafes.
Also, the billboard will have a tour around other Swedish cities to reflect the sunshine there too.
Bringing joy with the sun
“We know how crowded outdoor seating areas can get when the sun comes out,” Ikea Sweden marketing communication leader Jonas Westberg stated.
“At the same time, it’s a bit sad for us at Ikea to see outdoor furniture standing empty and alone in the shade. To give people more places to enjoy the sun and to ensure that more outdoor furniture is used, we created this initiative, which has been praised by both visitors and café owners.”
“At its core, it’s a simple innovation that represents what Ikea stands for: smart solutions for many people,” said Åkestam Holst art director Michal Sitkiewicz.
Ikea is known for tongue-in-cheek and highly original ad campaigns. We’ve previously written about the poignant holiday commercial from the Swedish company.
