THE BRIEFING
The task was to advertise the IKEA Assembly Service with an unusual idea that makes the service better known among IKEA fans.

THE SOLUTION
At the FENOMEN IKEA exhibition we surprised visitors with a truly avant-garde idea: IKEA Fumiture Art. Next to regular exhibition pieces. we plaoed fascinating sculptures, which
were actually wrongly-assembled IKEA furniture Banners resolved the idea in a charming way: If talents lie more in art than in assembling furniture properly, the Assembly Service will gladly help out next time. Flyers were handed out with the phone number of the IKEA assembly professionals.

THE RESULT
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%.

Advertising Agency: Grabarz & Partner/LLR, Hamburg, Germany
Executive Creative Director: Ralf Heuel
Creative Directors: Tom Hauser
Copywriters: Tom Hauser, André Hennen, Heiko Notter
Art Directors: Oliver Brkitsch, Jan Woelfel, Stefan Schoembs, Tim Hartwig, Moritz Tolle
Production Company: Cobblestone Hamburg
Production Company Producers: Natalie Buba, Tanja Bruhn
Editor: Dennis Riebenstahl
Animation: Sven Schoenmann
Dummy artificer: Arndt von Hoff
Sound Studio: Hahn Nitzsche
Sound Engineer: Thomas Nitzsche
Graphic artist: Josefine Nitsch
Advertiser’s Supervisor: Claudia Willvonseder, Hendrik Zimmer, Sebastian Mensing