IKEA opening a new flagship store on London’s Oxford Street is big news. Really big news. Brought it to life with a really, really big bag.

Challenge

IKEA was launching their new flagship store on Oxford Street. On the most iconic corner, of one of the most iconic shopping streets, in one of the largest cities in the world. 

We needed to help announce the arrival of this flagship store and drive big brand fame with IKEA assets that are as iconic as the location. 

Insight

Enter the IKEA Frakta bag - notoriously big enough to hold anything life throws in it… even the new IKEA store! What better way to launch the new store than with an activation utilising IKEA's most iconic asset.

Solution

So we took over the IKEA scaffolding hoardings with a (VERY) big blue bag. 

And to make the everyday a little more wonderful we will then make this giant Frakta bag back into lots of averagely big Frakta bags that people can use once the hoarding is over and the store opens. 

Result

This got people talking with coverage in papers from The Independent, to The Evening Standard and The Mirror alongside industry press. And social channels from TikTok to LinkedIn going wild. This translated to a 10% increase in IKEA WOM in London (YouGov) and search interest rocketing 284% in period after installation(Google Search trends data).