IKEA Steps – A Movement About Movement

The environment-protection wave is growing in size with each passing day. Multi-national corporations are also joining the cause by advocating for eco-friendliness in their advertising campaigns. In a similar campaign titled IKEA Steps, IKEA promoted its latest environmentally sustainable store in Greenwich.

IKEA asked its customers to travel to their newly opened store in the most environmentally sustainable way — by foot. As part of the campaign, 80 outdoor sites spread across South East London acted as indication markers directing customers to the store. Each poster offered the remaining number of steps measured from the poster to the IKEA store. Furthermore, the posters also displayed public transport routes to aid people who did not want to travel the complete distance on foot.

The video promo for the campaign was designed by Mother London. The digital advertisement showcased a time-lapse encompassing a 3590-step journey to the IKEA store in Greenwich. The ready-to-assemble furniture seller also provided a £20 concession on the £35 delivery fee for every customer who lived 40-minutes away from the store.
IKEA’s new campaign not only advertised the location of its new store, but it also advocated for the message of being environmentally sustainable. All in all, it nailed two birds with a single stone.

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OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, IKEA Steps