They say that people won’t believe it until they see something with their own eyes. So we decided to literally show them that now they can get to IKEA stores in a time shorter than ever. We showed them the truth by displaying the real time they need to get to IKEA and we did it with IKEA shelves.

We used Google Maps, one of the most popular driver’s tools to estimate expected arrival time. We gave give drivers a proof that the way to IKEA Warsaw stores was shorter than ever and convince them to change their everyday route to come over to IKEA Warsaw stores.

We used most functional pieces of IKEA furniture – KALLAX cabinet and LEKMAN boxes – to create KALLAX Real Timer that we then we put on billboards. They showed the estimated time to get to the nearest IKEA. KALLAX Real Timers were built in strategic locations at most crowded crossroads in Warsaw. Places that drivers are passing by day after day from home to work and back. We were checking driving time from these points to the nearest IKEA store and constantly changed it on our KALLAX Real Timers.

Our action was just the beginning of changing what citizens of Warsaw thought about getting to IKEA but a ten day-long KALLAX Real Timer operation brought tangible results. The number of customers increased by 9.5% in both WARSAW IKEA STORES.

The campaign – aimed at changing perceptions of travel times to IKEA stores in Warsaw – was executed in an innovative way that utilised an existing IKEA product. In fact, by displaying data, IKEA shelves show their own flexibility and functionality.

People were afraid to visit IKEA stores in Warsaw during workdays, because they thought it would take a lot of time in traffic. Such thinking was the result of poor road communication to both stores. Renovation of the roads leading to IKEA was finally over but bad opinion stayed the same. Our objective was to win attention of Warsaw drivers and inform them that they could can get to IKEA stores in a shorter time than ever.