AD NAUSEAM
ALL manner of fun on London’s Oxford Street this month, as Ikea’s newest branch opened its doors.
In a campaign coordinated by ad agency Mother, Ikea wrapped buses in its signature blue Frakta bags, “took over” Oxford Circus station and ran what ad wonks call “social and online video activations”. This means daft stunts begging for virality, such as driving a black cab around with a sofa on its roof.
John Lewis, Ikea’s near neighbour, also got excited, running a knocking campaign in Oxford Circus that read: “Knowing you prefer quality to an allen key.” (This, despite many of JL’s products also requiring allen keys for assembly). Sandwich chain Subway jumped in too, with posters for its meatball marinaras done in the style of Ikea assembly guides and promising “the biggest meatballs on Oxford St”.