IKEA’s Bondi Beach Bookshelf

Research: IKEA had conducted research on Australian reading habits

and found that one in three Australians would spend an extra hour in the day reading a good book.

Execution: In honor of IKEA’s 30th Anniversary of their most popular

bookshelf (the Billy), they set up the world’s largest outdoor library on Australia’s most famous beach (Bondi Beach).

They lined up 30 of their red Billy bookcases and filled them with around 6,000 books. They stood there for one whole day.

People could take the books by swapping for one of their own or donating some money to the Australian Literacy & Numeracy Foundation

Type: Guerilla Marketing Ad Agency: IKEA (in-house) Target Market: Sunbathers and

surfers on Bondi Beach Time-frame: February 2010 Media Strategy:

Set up an outdoor library on Bondi Beach.

Received news press and relied on word-of-mouth.

Linked with charitable organization.

Awards:

Media Coverage:

Effectiveness: Very creative and innovativeLibrary was placed on the most famous

beach in AustraliaVery unconventional methodHighlighted their most popular book shelfDonations helped benefit Charity