Ikea and Airbnb have collaborated to offer three families the chance to sleep over in an Ikea store on 31 August.
The Tempe, Sydney, branch of Ikea in Australia is offering the families the chance to stay in one of three rooms: Rustic Charm, Inner City Living and Modern Elegance.
In one room listing, guests will be hosted by Claire Ferguson, whose own home is popular with overseas travellers on Airbnb. All guests will be awoken with an unexpected wake-up call the next morning to celebrate the arrival of spring. They’ll also keep the bed sheets and linens used during their stay as a parting gift.
The creative agency behind the campaign is The Monkeys, while the event is being handled by Mango and Espresso Communications is taking care of PR.
Kristin Bengtsson marketing manager for Ikea Australia commented: “At Ikea we like to do things a little differently. This year we’re turning the spotlight on our bedrooms and bathrooms, where we begin and end every day, so to celebrate the launch of our new year and the 2015 catalogue, we’re truly excited to be collaborating with Airbnb and our agency partners, The Monkeys and Mango, to create this experience.”
This isn’t the first time Ikea has thought outside the (flat-pack) box for promotion: it recently teamed up with a hypnotist as a promotion for its new catalogue, with a couple made to believe that the showroom was their home.