IKEA’s “Books on the Beach” campaign
IKEA’s “Books on the Beach” campaign, launched in 2013, was a fantastic way to celebrate the 30th anniversary of their popular Billy bookcase and support literacy in Australia. By placing 30 bright red Billy bookcases filled with books on Bondi Beach in Sydney, IKEA created a fun and unique experience for the community.
The campaign allowed beachgoers to buy books from the bookcases, swap their own books for new ones, and donate to the Australian Literacy & Numeracy Foundation (ALNF). This made the event both engaging and meaningful, helping raise awareness for ALNF’s mission to improve literacy and numeracy skills in Australia.
IKEA also shared research on Australian reading habits, showing that one in three Australians reads an extra hour daily. This made the campaign even more relevant, connecting IKEA’s brand with the value of reading.
“Books on the Beach” was a simple yet powerful campaign that did more than celebrate the Billy bookcase. It also gave back to the community, showing IKEA’s commitment to education and making it a campaign that people remember fondly.
IKEA’s “Books on the Beach” campaign offers valuable lessons for advertisers aiming to create impactful and memorable campaigns. Here’s what advertisers can learn from IKEA’s success:
LESSONS FOR ADVERTISERS AND MARKETERS
Create Unique Experiences
By placing bookcases on Bondi Beach, IKEA turned a typical beach day into something unexpected and memorable. Advertisers should think about how they can bring their product to life in an original setting. Creating real-world experiences that surprise and engage people can make a lasting impression and spark interest in ways traditional ads may not.
Combine Brand Celebration with Social Good
IKEA celebrated the 30th anniversary of its Billy bookcase by partnering with the Australian Literacy & Numeracy Foundation, giving back to the community. This partnership added depth to the campaign, showing that IKEA cares about literacy, not just about selling furniture. Advertisers can benefit by aligning campaigns with meaningful causes or values that resonate with their audience. When a brand shows it’s committed to positive impact, it builds trust and loyalty.
Offer Multiple Ways to Engage
The campaign allowed people to buy, swap, or donate books, giving the audience different ways to participate. This variety increased interaction and made the experience more personal. Advertisers can apply this by offering options for people to engage with their campaigns, whether through interactive content, product sampling, or social media participation. More options mean more engagement.
Use Research to Make Campaigns Relevant
IKEA’s research showed that one in three Australians reads an extra hour a day, making the campaign relevant to local habits. Advertisers can take a similar approach by understanding their audience’s interests, habits, or values, which allows them to tailor campaigns that feel relevant and thoughtful, rather than generic.
Make the Product the Hero
By putting their famous Billy bookcases right on the beach, IKEA reminded people of the product’s enduring appeal. Advertisers should think about ways to make their products the “hero” in their campaigns, showcasing them in settings or activities where they add value.
By creating a memorable experience, connecting with a cause, offering multiple ways to engage, using research, and making the product the star, advertisers can create campaigns that resonate and leave a lasting impact, just like IKEA’s “Books on the Beach.”
