IKEA Subway Display in Paris : An Insane Idea or A Genius Promotion Campaign?

IKEA Subway Display in Paris : An Insane Idea or A Genius Promotion Campaign?

From 10 to 24 March 2010, IKEA develops an interesting event in four important metro stations in Paris. Furniture collections are currently displayed in high-traffic spots, giving the potential customers a chance to interact with the brand by checking out the products. The subway walls are also filled with prints that showcase IKEA interiors. What a creative way to do advertising! Moreover, this action completely changes the way the Paris subway station look and creates a cool atmosphere. Imagine waiting for the train n a comfortable sofa! We are certain this is the sort of event that French people will talk of for years to come. What do you think of this idea?

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143 comments

  • Charlie March 12, 2010 at 17:02 PMLogin to Reply →

    Great interaction with the brand in a usually stressful situation, waiting for public transportation. IKEA took advantage of a captive audience that will think twice about them the next time, great job. Again.

  • Paul March 12, 2010 at 17:39 PMLogin to Reply →

    Great idea….Until some homeless person urinates on it.

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  • Tyche March 12, 2010 at 21:32 PMLogin to Reply →

    Genius idea. Great way to do promotion (the subway will be very comfy doing that period) and maybe it will help someone to find and decide to get the dream and perfect sofa. ;) :)

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  • Peter March 13, 2010 at 15:56 PMLogin to Reply →

    You’re all getting little french bedbugs.

  • IKEA displays in Paris Metro | noticer.org March 13, 2010 at 19:05 PMLogin to Reply →

    […] This is one clever ad campaign. […]

  • IKEA GONE WILD! « Graphiqued's Blog March 13, 2010 at 21:29 PMLogin to Reply →

    […] Check out this extremely creative interactive campaign of IKEA in Paris… Ikea in Paris station […]

  • TomP March 13, 2010 at 23:22 PMLogin to Reply →

    Great idea. The cost of the furniture is probably less than anything else that would get the same exposure. Ikea has good stuff. Bought my first pieces in Germany in the mid 80’s and they’re still in great shape in 2010 after moving Ger-CA-CA-IL-WA-WA!

  • sergio March 14, 2010 at 00:00 AMLogin to Reply →

    one of the best optimiziation of exposure I’ve ever seen

  • IKEA Subway Display in Paris : An Insane Idea or A Genius Promotion Campaign? « Superbalanced's Blog March 14, 2010 at 02:06 AMLogin to Reply →

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  • Angel March 14, 2010 at 03:09 AMLogin to Reply →

    Bravo! Good pictures!

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  • ms.hopefully March 14, 2010 at 04:24 AMLogin to Reply →

    a nice way to promote something and at the same time can help homeless poeple

  • b March 14, 2010 at 05:31 AMLogin to Reply →

    Great idea :) Love the tags, I will know exactly what I am sitting on and hopefully get a coupon for some of those yummy meatballs ? That would get me to the store. A concern would be keeping the furniture looking great, if the furniture held up, as a follow up campaign IKEA furniture can stand up to the Subway and still look fantastic… Just a thought.

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  • Jos March 14, 2010 at 09:21 AMLogin to Reply →

    If they were to do this here in Amsterdam in the subway the furniture would be demolished within the hour. The French public has obviously a high moral standard, they leave other peoples belongings in good shape.

  • Michael March 14, 2010 at 09:52 AMLogin to Reply →

    I love the idea, you get to try out the furniture and all, and it seems all nice and well until u realize, as soon as the homeless ppl find out about this, its gonna be all down hill from there!!

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  • Dee Kumar March 14, 2010 at 10:15 AMLogin to Reply →

    I love Idea’s creativity recently. The idea to post their new catalogue on Facebook and give away any item that was tagged by a facebook member was a genius way of spreading their brand. Something I have talked about before on my blog.

    This also is another out the box innovation. Ikea’s marketing team should be proud of themselves!

  • L’Ikea nella metro di Parigi | Lega Nerd March 14, 2010 at 10:15 AMLogin to Reply →

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  • Joonas March 14, 2010 at 10:21 AMLogin to Reply →

    They have done subways before in Japan: http://blogs.yahoo.co.jp/kiyomaro702/41308960.html

    =)

  • jardenberg kommenterar – 2010-03-14 | jardenberg unedited March 14, 2010 at 10:27 AMLogin to Reply →

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  • Chelle March 14, 2010 at 12:11 PMLogin to Reply →

    Didn’t B&Q do this first?

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  • Dmitry Yakhnov March 14, 2010 at 13:44 PMLogin to Reply →

    Nice idea, I would just love to see similar things here in Melbourne.

  • Jess WOods March 14, 2010 at 14:12 PMLogin to Reply →

    DUde, Ikea is totally amazing. I mean like seriously.

    Jess
    http://www.big-brother-watching.net.tc

  • John March 14, 2010 at 15:12 PMLogin to Reply →

    Id’ like to see the condition of the furniture in about a month. Very expensive advertising for sure. It won’t be long before it all turns into an ad for how poorly the furniture stands up to everyday use.

    It’s like totally nice for the first day or two.

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  • Wilfrid De Sa March 14, 2010 at 16:41 PMLogin to Reply →

    This is so not creative! It’s steeling our public space to make a showcase without asking anybody. Indeed of speending too much money in ad IKEA, pay yours employees!

  • ic3dk » Blog Archive » Ikea-sofaer på stationerne March 14, 2010 at 17:02 PMLogin to Reply →

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  • Rina March 14, 2010 at 19:00 PMLogin to Reply →

    Great idea. I like it.

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  • TomP March 14, 2010 at 20:49 PMLogin to Reply →

    “It’s steeling(sic) our public space to make a showcase without asking anybody.”

    That is an assumption and one that I suspect is incorrect. I would think that Ikea paid a good bit for the use of that space. I doubt very seriously that any government entity would allow a company to jump in and put such items there without paying for the right.

    Tom

  • Rich March 14, 2010 at 23:20 PMLogin to Reply →

    They need this for NYC. It would be nice to sit down on something comfortable, instead of those wooden benches.

  • ryan March 15, 2010 at 00:45 AMLogin to Reply →

    Have any of you ever been to Paris?

    Considering the paris subway is one of the most piss filled places in the world I think this idea is very unhigenic.

  • Mike March 15, 2010 at 01:01 AMLogin to Reply →

    actually it is a very bad idea. Those sofa are big big fire load. A little fire risk on concourse is deadly. I dunno why it is approved in first place. Notice that the furniture in station are all incombustible. Things look that way for reasons!

  • Randall P. Whatley March 15, 2010 at 01:26 AMLogin to Reply →

    I am casting my vote for genius promotion idea. I expect we’ll see IKEA and others try to replicate this idea with transit systems and other similar settings.

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  • toning shoes March 15, 2010 at 02:13 AMLogin to Reply →

    Get ad. It really livens up the place. I love the pic of the guy shot between the two subway cars. If it was a closeup of this face you would have no idea he was in the subway because of all the books behind him.

  • anitha March 15, 2010 at 02:59 AMLogin to Reply →

    though it is a nice way of promoting ikea when somebody buys a sofa from ikea and puts in the living room guests entering your home will say ohh this is the same sofa from the subway it might become too cheap in terms for the buyer if they receive such a comment

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  • Chester A. Bum March 15, 2010 at 05:36 AMLogin to Reply →

    I plan on taking a dump on the Blue one

  • Om Krishna March 15, 2010 at 06:38 AMLogin to Reply →

    Amazing idea, great pictures…

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  • Maggie Shum March 15, 2010 at 09:42 AMLogin to Reply →

    It’s so cool!

  • Luni, birou, online, ikea March 15, 2010 at 10:43 AMLogin to Reply →

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  • Fayetteville Videographer March 15, 2010 at 11:22 AMLogin to Reply →

    Nice, wonder how long it lasts in the subs…

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  • Classic Fun March 15, 2010 at 14:13 PMLogin to Reply →

    I love the idea. I see a future with comfortable Waiting Spaces powered by IKEA ;)

  • j March 15, 2010 at 14:49 PMLogin to Reply →

    wait until they’re stolen or smell like pee-bum!

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  • Zoe V March 15, 2010 at 20:57 PMLogin to Reply →

    Eww. Those sofas will smell terrible in no time flat. In the meantime, the homeless will have a comfortable place to sleep. IKEA gets creativity points, but unfortunately, the Paris metro is one of the smelliest places on earth!

  • Swingin Songbird March 15, 2010 at 23:52 PMLogin to Reply →

    My vote is that this is tres cool! anyway that you can get public interacting with your brand is a good thing.

    For those naysayers about fire hazard, this is no more dangerous than any other public space (airport, train station etc). There are fire retardant sprays. I’m sure IKEA is more worried about the liability in this aspect than you and all due diligent has been done.

    About the comment about how the furniture will last in a month… who knows how long this special installation is for. Perhaps only 2 weeks? Again, I’m sure IKEA doesn’t want this to turn into a negative campaign about its quality. It is also possible that IKEA made a special batch of commercial grade sofas just for this publicity stunt.

  • Ikea Subway Display in Paris | Art and Ads March 16, 2010 at 03:16 AMLogin to Reply →

    […] Ikea Subway Display in Paris March 15th, 2010 | Author: admin tweetmeme_url = 'http://www.artandads.com/pics/ikea-subway-display-in-paris/';tweetmeme_source = 'ArtAndAds';Here is a great idea by Ikea, integrating their product into everyday things such as…the subway seats.  As you can see unique and out of the ordinary ideas like this get noticed and make an impact even on non target groups.  Something like this can be considered advertising in the form of art.  You can see more here […]

  • Adrian March 16, 2010 at 03:21 AMLogin to Reply →

    Well, it is a really cool idea…. but not exactly new for IKEA. They did a similar thing two years ago in Kobe, Japan…. except they redecorated the actual interior of the trains, not just the station! http://pinktentacle.com/2008/04/ikea-decks-out-kobe-train/

  • Rose March 16, 2010 at 05:55 AMLogin to Reply →

    Ingenious, what clever hands-on advertising!

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  • Ben Blench March 16, 2010 at 09:42 AMLogin to Reply →

    See also the Homebase stunt at Carlisle station: http://www.youtube.com/watch?v=szo1VwqPdhY

  • Lalex March 16, 2010 at 09:52 AMLogin to Reply →

    C’est extra… Mais ça va être dégradé en moins de temps qu’il ne faut pour l’écrire, je parie…

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  • Make Money Online Malaysia March 16, 2010 at 13:08 PMLogin to Reply →

    Genius marketing

  • AS March 16, 2010 at 14:01 PMLogin to Reply →

    great IDEA

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  • isabel March 16, 2010 at 16:11 PMLogin to Reply →

    Awesome idea! Wish I was in Paris to experience this.

  • Vanessa March 16, 2010 at 16:30 PMLogin to Reply →

    I love this! What a unique idea and place to advertise!
    I’m sure people will talk of this for years to come!

  • Jeff March 16, 2010 at 19:30 PMLogin to Reply →

    They have to do something creative to sell the crap they make! It’s not built to last more than 10 years or so.

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    genius !

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    Making off : http://fon.gs/pubik/

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  • b March 18, 2010 at 16:51 PMLogin to Reply →

    Has anyone ever heard of BED BUGS??? THIS IS THE WORST IDEA EVER! Madrid, London, and New York are teeming with these little critters and they love to hide in places like couches! Commuters beware!

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  • c.h. March 19, 2010 at 03:52 AMLogin to Reply →

    This looks a lot like the Homebase ad campaign here in the UK.

    Not sure which came first…

    Check it out: http://www.youtube.com/watch?v=szo1VwqPdhY

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  • ollie March 20, 2010 at 08:16 AMLogin to Reply →

    great advertising campaign for ikea, and good action for people who want to buy , and i have the same idea,watch out for the homeless people, they could take advantage of it ;) haha

  • Lusie March 20, 2010 at 10:15 AMLogin to Reply →

    I think it is a great stunt. A good example of how advertisment and the human habitat can get involved with each other.
    It’s advertisment in 3D.

    Still, only as a stunt, a one-time-thing.
    Cause the sofa’s can sit very well, it is not making people more creative. It’s making them even more suf.

  • Daan van Rossum March 20, 2010 at 12:45 PMLogin to Reply →

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  • yogialb March 20, 2010 at 16:22 PMLogin to Reply →

    Brilliant idea, furniture shopping while waiting for the metro.

  • Anil March 20, 2010 at 18:53 PMLogin to Reply →

    This is a very great idea. But it could not be applied in densely populated areas like china an india.. I feel funny thinking in that way….

  • Anil March 20, 2010 at 18:54 PMLogin to Reply →

    This is a very great idea. But it could not be applied in densely populated areas like china an india.. I feel funny thinking in that way….

    Anil

  • Bjørneskinnsfell med en vri « Helenes hengekøye March 20, 2010 at 22:13 PMLogin to Reply →

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  • IKEA Advertises in 3-D | Pisces Out of Water March 20, 2010 at 22:33 PMLogin to Reply →

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  • Anchi March 22, 2010 at 18:47 PMLogin to Reply →

    didn’t like it. some comments already mentioned the reasons: fire risk, lack of space, downgrade of the brand. and i love ikea design, but it does not match the style of the Paris metro stations, at all.
    no, no, no.

  • Spend Your Time Where Your Customers Are March 22, 2010 at 23:22 PMLogin to Reply →

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  • Aditya Jaishankar March 30, 2010 at 10:50 AMLogin to Reply →

    Most amazing .Reaching out to the consumer in his environment and making an impact in the place where you would be least expected to be seen.

    Comfortable furniture at a railway station.The unexpected always makes a bigger impact

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  • carlotitaparis April 8, 2010 at 16:21 PMLogin to Reply →

    Living in Paris, I tested it twice ! very creative … and confortable ;)

  • Alla metro di Parigi comfort firmato IKEA April 20, 2010 at 20:11 PMLogin to Reply →

    […] per la casa e per l’ufficio ha infatti vestito quattro stazioni metro di Parigi con i suoi sofà. Divani concessi alle membra dei passeggeri, probabilmente in momenti della giornata in cui erano […]

  • shabby chic April 28, 2010 at 02:25 AMLogin to Reply →

    That’s so cool! Although it would never work here in Los Angeles. All that beautiful furniture would probably be destroyed over night. Haha.

  • Newsletter #780: The "Go To Them" Issue April 29, 2010 at 15:16 PMLogin to Reply →

    […] Learn more: Freshome […]

  • Brandon Norley May 5, 2010 at 19:04 PMLogin to Reply →

    I was recommended to your blog by a close associate of mine and wondered what the buzz was all about.. now I know why she was so very excited about it. thakn heaven I found your site at the theright time. You certainly rock and same is the case with your blog too. I enjoy reading every post of yours and sometimes, a confession here, might end up reading it often.

  • - fly me high, high up. May 6, 2010 at 02:36 AMLogin to Reply →

    […] (Via freshome) […]

  • IKEA Subway Display in Paris : An Insane Idea or A Genius Promotion Campaign? | Distrupt Media May 10, 2010 at 08:04 AMLogin to Reply →

    […] Monday, May 10th, 2010 via freshome.com […]

  • Johnny Boy May 23, 2010 at 15:03 PMLogin to Reply →

    Wow this is great! I would love to visit Paris someday. This is a great idea!

  • IKEA Subway Display in Paris : New Work creative studio June 11, 2010 at 10:34 AMLogin to Reply →

    […] via freshome […]

  • Distressed Furniture June 30, 2010 at 05:50 AMLogin to Reply →

    wow! your photos are so nice..the furniture and decor ideas are brilliant….i love the flower slip cover!

  • Sunday Morning Statshot « The Gondola Project July 18, 2010 at 05:07 AMLogin to Reply →

    […] “Hippest” subway platform in the world: Paris […]

  • aiva July 23, 2010 at 16:40 PMLogin to Reply →

    very creative and comfortable… hope this idea applied in my country…

  • IKEA Subway Display in Paris : An Insane Idea or A Genius Promotion Campaign? « i am sam, July 26, 2010 at 15:26 PMLogin to Reply →

    […] http://freshome.com/2010/03/12/ikea-subway-display-in-paris-an-insane-idea-or-a-genius-promotion-cam… Posted in UCD | Leave a Comment […]

  • IKEA Cats Or How To Allow 100 Felines Test Your Furniture September 10, 2010 at 13:18 PMLogin to Reply →

    […] the stunt IKEA pulled in Paris, by allowing subway passengers to freely test their furniture, it is now time for a different type […]

  • צפו: ikea Cats – חתולים כבודקי רהיטים | חורים ברשת September 11, 2010 at 08:52 AMLogin to Reply →

    […] התעלול השיווקי שהוציאה לפועל איקאה בפריז, כאשר הציבה את רהיטיה ברכבת התחתית ואפשרה לעוברים […]

  • elvanbiljon September 13, 2010 at 13:33 PMLogin to Reply →

    Doing this in Africa would be a bad idea. But then again we don’t have IKEA! Sadness….

  • Viral Friday: Gymkhana THREE: Part 2 - September 17, 2010 at 10:09 AMLogin to Reply →

    […] The former stunt in which the Paris people could try the furniture from Ikea in the subway was a success. Now Ikea decided to release one hundred cats on a night in an Ikea branch in the UK. With the motto ‘let’s see what happens’ the creative team went to work. During the stunt these beautiful shots were taken that resulted in almost 2 million views on YouTube in about a week and over 6,000 likes at the campaign on Facebook. […]

  • Viral Friday: Gymkhana THREE: Part 2 September 17, 2010 at 20:52 PMLogin to Reply →

    […] The former stunt in which the Paris people could try the furniture from Ikea in the subway was a success. Now Ikea decided to release one hundred cats on a night in an Ikea branch in the UK. With the motto ‘let’s see what happens’ the creative team went to work. During the stunt these beautiful shots were taken that resulted in almost 2 million views on YouTube in about a week and over 6,000 likes at the campaign on Facebook. […]

  • doriana November 5, 2010 at 10:29 AMLogin to Reply →

    Great ideas and great pics, thanks for sharing. I just posted them on my Facebook page “una pubblicità al giorno” (“and ad a day”). Please feel free to join in for daily updates on advertising creativity, as well as exchange of opinions about the topic.
    Here is the link to the page:
    http://www.facebook.com/pages/Una-PUBBLICITA-AL-GIORNO/377363578141

  • IKEA Parisian Saga Continues with 12 Bus Shelters Turned into Livingrooms December 16, 2010 at 15:03 PMLogin to Reply →

    […] you thought IKEA”s ingenious advertising strategy in Paris stopped at showcasing furniture in high-traffic metro-stations, wait till you see this […]

  • IKEA Bus Stop… December 28, 2010 at 13:01 PMLogin to Reply →

    […] – 24 Mart tarihlerinde yine Paris metrolarında yapmış olduğu bir benzer reklamın üzerine gayet başarılı olmuş… #gallery-1 { […]

  • Subway Wraps: Innovative Transit Revenue Streams (Not Sandwiches)… | Primary Resources January 11, 2011 at 00:02 AMLogin to Reply →

    […] through economic necessity, “greening” their lives, or personal preference, the TCRP Report states that transit advertising must find a way to counter the lack of credibility, relevance and […]

  • IKEA Parisian Saga Continues with 12 Bus Shelters Turned into Livingrooms | Hamby Homes January 13, 2011 at 15:59 PMLogin to Reply →

    […] we suspicion IKEA”s ingenious promotion plan in Paris stopped during showcasing seat in jammed metro-stations, wait for for compartment we see this […]

  • IKEA erobert Pariser Metro | ambuzzador August 9, 2011 at 12:49 PMLogin to Reply →

    […] und Textquellen: culture-buzz.com publigeekaire.com freshhome.com – Gepostet von Manuela Mörtenbäck Tweet this! 5 […]

  • » Ikea Apartment Experiment THE NOLA RUTH January 10, 2012 at 19:57 PMLogin to Reply →

    […] station from the 9th to 14th of January.  A little bit of Googling as told me that Ikea tried something similar in 2010, which is a great, out of the box, way to advertise and reach all kinds of […]

  • Awesome Living: IKEA Courts Parisians With Incredible Apartment Inside Metro | TubeShaker January 12, 2012 at 08:27 AMLogin to Reply →

    […] March 2010, the company decked out subway platforms with IKEA furnishings, according to […]

  • Awesome Living: IKEA Courts Parisians With Incredible Apartment Inside Metro | Screw Cable January 12, 2012 at 08:31 AMLogin to Reply →

    […] March 2010, the company decked out subway platforms with IKEA furnishings, according to […]

  • Ikea rocks « no tengo miedo a la pagina en blanco January 15, 2012 at 16:45 PMLogin to Reply →

    […] La marca sueca ha invadido durante cinco días el metro parisino para instalar un apartamento visible a todos los viajeros que pasen por la estación. Muestra así todas sus novedades para decorar 50m2 de apartamento. No es la primera vez que lo hace. En 2010 ya presentó su colección de muebles al amueblar los andenes. […]

  • パリのIKEAのアパルトマンは“地下鉄” « cotoba January 16, 2012 at 13:35 PMLogin to Reply →

    […] どうもIKEAは地下鉄が好きだ。IKEAは2010年3月にもパリの地下鉄の駅でエキシビションを開いていた。このときはIKEAの家具に触れてみようという狙いだったようだ。(画像引用元) […]