To promote IKEA’s new bathroom collection in Italy, a rather unconventional method was used. Setting up a chemical toilet – yes you read right, probably one of the least popular places on earth - IKEA decided to bring the bathroom to the people!
At one of the biggest annual furniture fairs in
the world, the Salone Internazionale del Mobile in Milan, the toilet
unexpectedly turned out to be a 20 m2 beautifully furnished bathroom!
The tagline "Who said a bathroom should be just a loo?” really got to the
core of the quirky campaign and generated widespread attention about the new
IKEA collection. The YouTube video for the event had 300,000 views and
motivated more than 2,000 comments – even winning the top spot on various
websites featuring the latest advertising campaigns.
