IKEA Uses Traveling Showroom to Reach Teen Market

PRLog (Press Release) - Oct 22, 2008 -
SEATTLE – Furniture giant IKEA is taking a unique approach to the traditional window display in its latest campaign by bringing an entire room to the streets in a mobile showroom set to tour high schools in the King County area during the month of October.

The display showcases a fully furnished teenager’s room, complete with a bunk bed, desk, dresser, and accessories.  The purpose of the mobile showroom is to promote IKEA products that are designed to appeal to the youth market.

The innovative glass-walled truck comes courtesy of GoMobile Advertising, an experiential marketing company that focuses on out-of-home advertising.  The vehicle, which runs on Bio Diesel fuel, has been used in eight previous campaigns with IKEA, with past promotions including the IKEA "It Only Happens Twice a Year" Sale and the 2007, 2008 and 2009 IKEA Catalog release.

About IKEA
IKEA places great value on life at home. A comforting spot where family and friends gather, where children learn and grow. A place where laughter is constant. And everyone is welcome to just hang out. An IKEA home is not about bricks and mortar.
It’s about beauty, joy and security. Since its 1943 founding in Sweden, IKEA has offered home furnishings and accessories of good design and functional living solutions at prices so low that the majority of the people can afford them. Currently there are more than 285 IKEA stores in 36 countries, including 46 in North America (11 in Canada; 35 in the US). IKEA has eight distribution centers in North America, with the most recent opening in Tacoma, WA.  IKEA also just recently opened its first US Swedwood manufacturing plant in Danville, VA. IKEA has been named to BusinessWeek’s List of The Best Global Brands (August 7, 2006) and for four consecutive years, Working Mother magazine’s annual list of the “100 Best Companies for Working Mothers.” IKEA was listed in March 2007, on Fast Company’s Fast 50, for its environmentally responsible products, as well as five consecutive years, Training magazine’s annual list of top companies that excel at human capital development. Additionally, IKEA has been on FORTUNE’s “100 Best Companies to Work For” list for three straight years.
IKEA recently received the Foreign Policy Association Award for Global Corporate Social Responsibility.  IKEA incorporates environmentally friendly efforts into day-to-day business and continuously supports initiatives that benefit causes such as children and the environment including UNICEF, Save the Children and American Forests.  To visit the IKEA Seattle Web site, please go to www.IKEA-USA.com/Seattle  . To learn more about IKEA environmental and social responsibility actions and programs, visit http://www.ikea-group.ikea.com/corporate/responsible/broc...