IKEA once again proving itself as the master of experiential marketing with its innovative campaign during the launch of their France’s 30th IKEA store. The Swedish furniture company installed a vertical rock climbing wall covered with IKEA furniture in Clermont-Ferrand. The campaign comprised of a nine-metre tall wall, decorated just like a showroom, only flipped on its side. On these artificial wall hand grips and steps were installed for climbing purposes. The passers-by were invited to climb with a safety harness and guidance from a professional. Their previous marketing campaign involving parchment paper recipe to promote its ingredients also grabbed attention.
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