The idea was to play with the widely recognisable shapes and designs of the Ikea storage range and to put them into a new and surprising context. By redesigning the front of a whole appartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes we gained the highest level of attention and literally linked the product to where it belongs: small flats and appartments. The spectacular three-dimensional installation had an extreme "stopping power" for passers-by. So it was easy for the promotion people to distribute their catalogues and response-postcards.

On an average day, over 12,000 pedestrians, cyclists and drivers pass through the street. That means 168,000 contacts over two weeks. Local newspaper and ad press covered the promotion and visitors and sales at the two IKEA outlets in Frankfurt increased substantially. The postcard response rate was about 18%.