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IKEA asked MEC to re launch its renovated Washington DC store, in early 2009. At the time, Washington was abuzz with excitement surrounding the new Obama administration. MEC's solution was to capitalize on this unique point in history with a campaign encouraging people to Embrace Change'.
Digital executions showcased how embracing change can have a positive impact on day to day life. And Out Of Home placements brought the idea to life in eye catching ways. A mock presidential motorcade with IKEA boxes on the roof and a sofa protruding from the trunk drove through the streets of DC. At Union Station, a large 'Oval Office' furnished with IKEA products confronted pedestrians. And trucks mounted with room sets roamed the streets. Furthermore, a dedicated microsite gave visitors the opportunity to design their own Oval Office with IKEA products.
By encouraging Washingtonians to embrace change virtually everywhere they looked, the campaign generated massive local and national interest and drove sales in-store.
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