On the morning of November 5th, people who crossed the city of Klagenfurt on their way to work were very surprised. A huge amount of IKEA chairs was waiting for them around the famous landmark “Lindwurm”. Friendly IKEA promoters encouraged the pedestrians to take a chair for free; they even helped to store the chairs on cars and bikes. After 3 hours all the chairs had been taken. People became an actual media vehicle, while they carried the typical IKEA chairs through the streets of Klagenfurt and attracted the interest of others.

Via word of mouth the chairs were gone after 3 hours. Target was to get 40.000 visitors in the first week, but even in the first 5 days IKEA counted 52.650 visitors (+31.6%!), 17.000 paying customers and 4.000 new IKEA Family members!