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Andrew Teman

Free IKEA Idea For McCann/Ogilvy

My agency doesn’t have the IKEA account. From what I can tell, McCann has some and maybe Ogilvy has some too. So here’s a freebie idea. If you think it stinks, well…you get what you pay for.

If you live in a major metropolitan area like New York, Boston, or San Francisco, where land is at a premium and apartments are already tiny and expensive, then you can’t swing a FLÄRDFULL or a FYRKANTIG without seeing a news story on this micro-apartment trend.

Here are a few links to get you caught up.

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Not only are these apartments in areas that are dominated by the IKEA customer (young, somewhat stylish, and mostly broke urbanites), but the very idea of them immediately makes one think of the little home-scapes that IKEA actually sets up in their very stores. The entire IKEA showroom is nothing but (micro) life-sized dioramas of awesome apartments, filled to the brim with ÖDMJUKS and SMÖRBOLLS.

Hell, people have even tried to live in the stores themselves.

So the idea is simple. 

IKEA should buy the naming rights to one of these developments, much like a brand buys naming rights to a stadium. So for instance the South Boston development might be called “IKEA Place Harborside Apartments” (I’m not a copywriter, but you get the idea).

And of course, all of the kitchens, and other more permanent fixtures in the units, would naturally be from IKEA.

And to ratchet this up a notch, all residents of the development would have some sort of membership card that would provide them with a 15% discount on all IKEA purchase while they were residents.

Seems like it works to me. The developers get the project subsidized (with private money) and IKEA gets brilliant and ongoing exposure to their precise target market, by providing actual intrinsic value to the residents.

So when this actually happens, all I ask is that maybe there is a little fountain outside of the building, that has a plaque commemorating this post.