An integrated direct campaign showcased wrongly-assembled IKEA furniture as sculptures. Depending on whether the target group consisted of customers before, during or after the purchase, we used different media channels to communicate our message.Museum: Our sculptures were shown between regular exhibits at the FENOMEN IKEA exhibition. Banners resolved the idea.

Mailbox: After buying furniture customers received a mailing that challenged them to assembly training with a puzzle that showed wrongly-assembled furniture and the direct line to the Assembly Service.IKEA Store: We showcased Furniture Art at IKEA with an in-store film, enticing customers to book the service.

Somebody needs a hand next time? Just ring up the assembly professionals! The museum stunt was part of an integrated promotional campaign for the Assembly Service. A review of bookings showed that 2.173 orders were placed directly after the campaign. That’s three times as much as in an average month of the quarter before and represents a growth of 300%.