This is not the first time I have talked to you about IKEA , as you well know, I think it is one of the best companies when it comes to marketing and advertising campaigns. I have already told you about the campaigns: “o nuevo” , “Night Walkers” , cantando” , all very original and creative.
On this occasion, they have used an “ambient marketing” strategy to literally transform 16 Spanish movie theaters into a real living room. Through an agreement with Cines and list of telegram users in iraq they have restructured the typical seating arrangement in these cinemas to include 6 sofas from their new collection, accompanied by various accessories such as cushions, tables that extend, “blankets” for the feet…
It is striking that the sofas are also numbered, so only 2 people per sofa can watch the film as if they were in their own living room.
IKEA argues in defense of this campaign that Spaniards spend an average of 3.29 hours/day in the living room of their homes, a figure that increases to 4.11 hours/day on Saturdays and Sundays. According to the person responsible for the IKEA campaign:
The living room reflects the pace of life we lead these days. At IKEA we wanted to integrate the living room into the cinemas through the “IKEA Room”…
As I was saying, there are only 16 movie theaters in Spain where you can enjoy a movie with the comfort of an IKEA sofa . Here is the list.