Category
Content, Event
Overview
The opening promotion for Ikea’s first store in the Kyushu region. It featured a “docutainment” that combined a TV drama and a live event. The broadcast TV drama featured the characters preparing to enter a dance contest. This contest was made open to the public and held at a local shrine as part of a festival. Fair and food stalls styled by IKEA were also on-site to provide entertainment. Through this campaign, a new world record was set for the number of IKEA member registrations before a store’s opening.
Credit
Client : IKEA Japan
Agency : Drill＋ADK
Creative Director : Ryuji Ueno (Drill)
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