IKEA is seen by many as a low quality brand they graduate from as soon as they make a bit more money.
We decided to create a new, high-end Ikea brand called elevate and spread the word so that only higher ups “in the know” will have access to the product line.
OOH
Billboards will lay flat on the roofs of buildings, so that only those on the top floors can see them.
Higher ups deserve higher end.
NY TIMES CROSSWORD PUZZLE
IKEA Elevate will take over the NY Times crossword puzzle, where every answer is the Swedish name of a product (you probably weren’t going to finish the puzzle anyways).
EXPERIENTIAL
To counter the standard Ikea cafeteria, select guests will be invited to a speakeasy within IKEA. They will be led through a secret door at the back of a wardrobe and walk into the bar, fully outfitted with Elevate products. Visitors will be treated to a free round of drinks as they enjoy the high-end furniture.