Mobile Tours
,
College Tours
Client Ask
Travel nationally to universities and help students build their first home away from home with IKEA products while converting sales and member sign ups on site.
Strategy
Help position IKEA as the go-to destination for college back-to-school shopping. The experience drove engagement through giveaways, product customization, and online selling.
Build brand affinity by collecting valuable consumer data through Friends & Family sign-ups and encourage social content creation through shareable moments.
Design interactive programming will be used to attract students into the space, while reinforcing IKEA’s commitment to intentional and thoughtful design.
Production
Activate produced three custom-wrapped school buses to showcase IKEA dorm showrooms. Each bus featured a linear walk-through experience, beginning with a fully styled mock dorm room.
Guests exited into an interactive zone that included a DIY succulent planting station, a custom photo moment with a Swedish styled Dala horse, a magnetic fishing pond game, and a Blue Bag Bar where students could claim a prize.
Activation
A mix of Swedish experiences, Ikea furniture builds and the iconic blue bag, Ikea brought a little bit of everything for college students to enjoy.
Branded School Bus
Activate custom wrapped three school buses to create a fleet of Ikea branded experience nationwide.
Show Room Bus Interior
Interior of the bus was set up to showcase how students could utilize Ikea furniture to decorate their dorm room.
Show Room Bus Interior
Each space within the bus highlighted different styles of self-expression for each student to find their Ikea style.
DIY Station
College students were encouraged to decorate Ikea planter pots with paint markers as well as select a succulent to bring some greenery and self-expression to their dorm room
Oversized Product
Dala horse recreation highlighted the Swedish heritage of Ikea and provided a unique photo experience for students.
Custom Bar
Recreated the iconic Ikea Blue Bag as a giveaway bar within the footprint for a memorable Ikea moment.
Fishing Pond
As a playful nod to Ikea’s Swedish background, this Swedish finish pond created a redemption game for students. Each fish featured different prizes students could win if they were able to catch the right fish.
Branded Feather Flags
Ikea flags provided a branded moment of height for the space to draw students’ eyes from a distance.
