IKEA is running an advertising campaign, “Embrace Change ’09″, connecting in with the inauguration of Barack Obama as President of the United States of America. The campaign began with a replica of the Oval Office placed inside Union Station in Washington DC, furnished with Ikea furniture and guarded by security officers. Between Monday 12th and Wednesday 14th of January commuters were able to experience first hand what it might be like to join in Barack Obama’s commitment to change and fiscal responsibility, and sign a guestbook to be sent to the Obama family.
Out-of-home billboards featuring the “Embrace Change ‘09″ slogan were seen on Washington DC buses and trains. Ikea held a two day “mock motorcade,” touring the D.C. area on the 15th and 16th of January, strapping furniture fit for a president on top of a limo and two Suburbans to symbolize the incoming president and his family moving into their new home. However not everyone was impressed. A Twitter group, IKEAGreen, was set up to protest at the use of gas guzzling vehicles in the motorcade.
On the day of the inauguration IKEA launched the interactive site, www.embracechange09.com, where Ikea fans can design their own Oval Office using a drop-and-drag click tool, enter for a $1,500 gift card giveaway, and send furnishing suggestions to the White House. Unfortunately the IKEA range doesn’t include a large desk that would normally be used by an executive with a lot of paperwork.
The Change campaign was developed at Deutsch USA.