BUSINESS OBJECTIVE Originally meant to be a regional campaign for DC residents only, IKEA quickly realized it could capture national attention by celebrating President Obama as the newest DC resident moving into his new digs and encouraging all Americans to consider IKEA for their own home improvements  

STRATEGY Writing the brief, I kept coming back to the big idea of "Embrace Change"- Not just in your own home, but as citizens in a Democratic country. Our creative team adopted this rallying cry as our key message and eventually, our tagline. Our concept was to position IKEA in unlikely places around the Capitol to showcase that no one is too Presidential for affordable, well made furniture. 

CREATIVE DELIVERABLES 

Experiential: 3D Replica of Oval Office with IKEA furnishings complete with guest book sent to the White House
Digital: Online Tool for customizing your own Oval Office decorating ideas, also sent to the White House
OOH: 2 Metro Station Takeovers, Mobile IKEA furnishings truck, Faux Obama Motorcade hauling IKEA boxes

RESULTS

Over 246K Site visits

4,287 office designs submitted

Over 60+ minutes of unpaid media coverage

400 media placements