I love the smell of Hemnes in the morning.
Some lucky Australians will soon wake up in an Ikea store in New South Wales after spending a night there as part of an oddball promotion with Airbnb.
Interested parties can sign up on the lodging rental site for a chance to win a sleepover in one of three groovy showrooms: "Rustic Charm," "Inner City Living" and "Modern Elegance." Three groups of up to four guests will get to stay in the store overnight on Aug. 31, enjoy a fancy dinner and even keep the sheets they slept on. Local marketing shops The Monkeys and Mango helped devise the stunt.
Ikea says the promotion is designed to inspire people to make more of their homes "from clearing and creating space to making homes guest ready in the sharing economy." Because nothing's better than taking in boarders to make ends meet. That rocks!
Lots of folks would probably savor the chance to enjoy pre-assembled Ikea merchandise. I hope the contest winners gain a measure of revenge for consumers worldwide by going through the store and taking all the furniture apart.
Clients: Ikea and Airbnb
Creative Agency: The Monkeys
PR: Mango and Espresso Communications