Some brands simply open a new store. Others turn an opening into a memorable marketing case.
To mark the launch of its first large-format store in Sardinia, IKEA developed a campaign that engages with the local territory, its culture, and even its small “historical imperfections” — resulting in a brilliant, ironic, and perfectly localized marketing operation.
A brilliant insight: starting from a mistake
It all begins with a detail well known to the people of Cagliari: the statue of Carlo Felice, one of the city’s landmarks, points in the wrong direction. A positioning error that, over time, has become something of a local anecdote.
The statue was originally meant to indicate the Strada Regia towards Porto Torres, in the north-west of Sardinia. However, due to a different placement than originally planned, it ended up pointing in the opposite direction.
This is exactly where IKEA steps in.
Rather than ignoring local history, the brand places it at the core of its communication. IKEA symbolically “corrects” the mistake, finally indicating the right direction — the one leading to its new store in Elmas.
“Hej! Carlo Felice, IKEA is this way.”
A campaign that lives in the urban space
The first phase of the campaign took shape as a temporary installation overlooking the square where the statue stands. Four neoclassical-style figures reinterpret IKEA co-workers, recognizable by the iconic blue bag, all clearly pointing in the correct direction.
After this initial activation, the campaign unfolds across multiple channels, following a structured and carefully timed plan.
From March 9 to March 22, the concept is amplified through a strong presence across Cagliari:
- Out-of-home placements in key areas of the city
- Digital content designed to reinforce message recognition
The claim remains consistent with the creative idea, continuing to play on the statue’s mistake while reinforcing that “the right direction” is towards the new store.
From March 23 to April 5, the campaign evolves:
- Real IKEA co-workers take center stage, photographed inside the store
- This time, they symbolically point the way, connecting the narrative to the actual in-store experience
- The focus shifts from the initial ironic idea to a more tangible representation of the brand and its spaces
At the same time, a regional campaign rolls out across Sardinia, spanning:
- Out-of-home
- Digital channels
- Radio
Here, the message expands with a new claim — “We’ve gone big” — guiding audiences towards the opening while showcasing some of the brand’s most iconic products.
Finally, the campaign extends beyond the island, reaching a broader audience:
selected out-of-home placements appear in the airports of Milan Linate, Venice, and Bologna, intercepting traveler flows and reinforcing the national relevance of the opening.
Once again, IKEA proves that the most effective marketing is the kind that observes, listens, and integrates itself into the local context — even when it starts from a small historical mistake.
