High five to IKEA Japan, who generated (a few months ago) some powerful buzz through a hell of a “train jacking”* ad campaign. Instead of putting their ads to posters & other traditional media, they decide to remodel some train’s interior. Advertising through a genuine brand experience. Nice.
Because of the novelty of this approach, it is without saying it generated plenty of interest amongst those who’ve ridden this train. And, better yet, lots of on & offline buzz as well.
* In Japanese advertising parlance, a “jacking” occurs when an advertiser purchases a substantial portion of all of the ad space available in a particular medium or within a geographic area (the term “jacking” is derived from the English word “hijack”). Most commonly it’s seen on trains, when advertisers buy out the entirety of ad slots inside the cars, and often have tailor-made graphics or billboard-like posters placed on the exteriors too
0 Responses to “Ikea Japan”