Ikea continues to ramp up its brand presence in the U.S. with an inspiring immersive experience in New York City’s Madison Square Park, Chicago’s Millenium Park, and Houston, this summer.
Building on its recently launched “The Giving Bag” marketing campaign, the Swedish company makes another nod to the endless possibilities of the recognizable blue Ikea Frakta bag.
Ikea will be placing a giant Frakta bag sculpture in the middle of these cities' busiest areas, drawing on the symbolism of just how much can be found in one of these blue bags.
The 19-foot sculptures will be covered with QR codes that, when scanned, invite passersby to become part of an augmented reality experience.
The AR animation will show countless Ikea products flying out of the in-real-life Frakta bag, with details including prices and shopping locations for potential customers.
The larger-than-life campaign is a step forward in tech and marketing for the furniture and home décor company.
It is the first time that a large retail company has used the new Aero Geospatial software from Adobe.
Additionally, it marks the beginning of Ikea’s $2.2 billion investment in marketing focused on the U.S., the largest investment the company has made since beginning to operate in the United States four decades ago.
The campaign, scheduled to begin in June, is an inspiring example of the work of creative agencies combining innovation in the tech industry, brand identity, and the potential of market segmentation, in one campaign.