Who said
IKEA is far AWAY
A large number of Belgrade residents perceive the IKEA store as far away and difficult to reach. Our task was to show that this is not the case, especially for residents of New Belgrade, who can reach the IKEA store via the highway in 20–25 minutes.
That’s why we
came up with the witty slogan: “Who said IKEA is far away?” and decided to highlight the approximate travel time from different parts of New Belgrade to the IKEA store. Additionally, we wanted to bring IKEA products closer to them by connecting them in a humorous and engaging way to each specific neighborhood.
This resulted in a striking and effective geo-targeted campaign with 18 different creatives placed across 24 locations in New Belgrade.
