IKEA stores are full of bookcases and frequented by +43M Italians every year, so we filled them with real books, replacing the fake ones. The whole IKEA was turned into a gigantic library and visitors could discover new books just browsing in the store. The campaign went further with instore book presentations, readings and performances. Journalists talked with writers, illustrators met children, musicians created live soundtracks for emerging author stories. And a bookcrossing program has been launched across the Italian stores.

Target audience

The primary audience was IKEA's customers (43 million Italians visit an IKEA store every year). The secondary audience was IKEA social fanbase that viewed the events via online streaming and, of course, all Italian people, including opinion leaders and media.

Approach

For the anniversary of Billy, the iconic IKEA bookcase, we decided to spread conversations around the decline of Italy’s reading habits and stimulate a cultural change. We created a store experience by transforming the IKEA store into a place where we could reconnect people with reading and discover new and emerging writers. We filmed the experience people had and the several events organized in store to share them on social media and increase PR opportunities.

We called the biggest Italian book supplier, IBS, to replace fake books displayed in the bookcases with real ones. CTAs invited store visitors to read the books. We recreated a book club turning the IKEA into a stage for new authors: they had the chance to promote their books with the help of TV presenters, musicians, literary critics, performers. The events were also streamed online through IKEA channels. All the bookcases in IKEA stores were turned into a media space to promote and celebrate the passion for reading. Not only: a dedicated area in the store staged all the events.

Three days of events launched the campaign (25-27th of January). During these days, the entire IKEA store of San Giuliano was turned into a library. Then, the bookcrossing program continued in the other Italian stores. The campaign was launched in the IKEA store of San Giuliano (Milan) and on

List of the results

3 billion impressions

100% positive social media sentiment

160 media mentions

90K Social interaction