IKEA wanted us to launch their new sofa Tidafors. The campaign had a fairly low budget, which forced us to think differently. We decided that we wanted to show the new product in a more natural and inspiring environment, rather than in ordinary showrooms.

For Norwegians home is the most important place on earth. Most people own a home, and their interest in the real-estate market is huge. The real-estate market is concentrated to 1 major online marketplace, where you can find and view all homes for sale in Norway.We contacted people selling their houses and apartments, and got permission to place the new sofa in their real-estate ads. The sofa was highlighted as the top selling argument for buying the different homes.

People looking for a new home are also in the mood for new inventory, like furniture. We therefor decided that all these homes for sales, already having a huge audience, could be great showrooms for IKEAs new sofa!

So we contacted people selling their houses and apartments, and got permission to place the new sofa in their real-estate ads. For free! The sofa was highlighted as the top selling argument for buying the different homes.

The real-estate ads became the "homepage" for the campaign, and in addition we had banner ads leading directly into sofas on ikea.no. The campaign was also supported with outdoor advertising in all major cities, in areas around the homes for sale, and two real-estate ads in major newspapers, focusing on the comfortable sofa.

The funny and different real-estate ads, focusing on the sofa, soon started spreading in social media, such as Twitter and Facebook. Then newspapers, TV and radio started covering the different campaigns.

As an example, one of the real-estate ads had approximately 50,000 hits, around 5000 being the normal.The result of the campaign: The sale of textile sofas increased 20%.

Tidafors has also become the fourth best-selling IKEA sofa in Norway, which are very rare for a new sofa.