“More than an IKEA toilet brush”
Visit Sweden mocks the names that IKEA uses on its products. After all, “Discover the Originals” proves that Sweden had these places first.
Ever wonder about the weird names of items at IKEA? They’re places! And Visit Sweden is not happy about it.
“IKEA has borrowed hundreds of names from our beautiful country and used them on everything from shelves to trash cans…trash cans. It is time the world knows that all these names belong to wonderful places in Sweden. So forget about IKEA, discover the originals.”
And to top it off, a robust landing page does a great job of reinforcing the messaging by providing more information about these locations.
The Swedes do it every time. For more destination inspiration from Scandinavia, who remembers these amazing campaigns?
Related: Visit Sweden Lists Entire Country on Airbnb (2017)
Related: ‘Hallå? Sweden Speaking’: Risky Promotion Introduced in First Country to Get Its Own Phone Number (2016)
P.S. Show us what you’ve got. Watch for the announcement of the 5th Annual eTSY Awards for Excellence in Digital Tourism Marketing…coming right up with the dawn of 2022.
Brilliant campaign by Visit Sweden! I hope they got IKEA to sponsor it!
So clever.
Smart to link – in jest – to such a strong and iconic brand like IKEA . . . and its consumer base: middle-class Millennials.