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IKEA’s Bondi Beach Bookshelf

IKEA’s Bondi Beach Bookshelf. Research: IKEA had conducted research on Australian reading habits and found that one in three Australians would spend an extra hour in the day reading a good book. Execution:

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IKEA’s Bondi Beach Bookshelf

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  1. IKEA’s Bondi Beach Bookshelf

  2. Research: • IKEA had conducted research on Australian reading habits and found that one in three Australians would spend an extra hour in the day reading a good book. • Execution: • In honor of IKEA’s 30th Anniversary of their most popular bookshelf (the Billy), they set up the world’s largest outdoor library on Australia’s most famous beach (Bondi Beach). • They lined up 30 of their red Billy bookcases and filled them with around 6,000 books. They stood there for one whole day. • People could take the books by swapping for one of their own or donating some money to the Australian Literacy & Numeracy Foundation

  3. Type: Guerilla Marketing • Ad Agency: IKEA (in-house) • Target Market: Sunbathers and surfers on Bondi Beach • Time-frame: February 2010 • Media Strategy: • Set up an outdoor library on Bondi Beach. • Received news press and relied on word-of-mouth. • Linked with charitable organization.

  4. Awards: • Media Coverage:

  5. Effectiveness: • Very creative and innovative • Library was placed on the most famous beach in Australia • Very unconventional method • Highlighted their most popular book shelf • Donations helped benefit Charity

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