Furniture shop IKEA captures the attention of consumers in London with an eco-friendly urban initative. The campaign is launched in collaboration with creative firm Mother London and is geared to bringing consumer attention to the megastore's new sustainable location in Greenwich.
The eco-friendly urban billboards are dispersed throughout London, giving directions to how people can reach the new store. The posters encourage walking — the most sustainable form of transportation, by offering the exact count of steps one would take on average to reach IKEA's Greenwich location. In addition, the campaign also opts in to be "accessible-friendly" as it "shows a public transport route" that has been arranged by Transport for London. Minimalist and informative, the eco-friendly urban billboards are sure to inspire individuals to take a walk.
Directional Walk-Encouraging Ads
IKEA Launches an Eco-Friendly Urban Campaign in London
Trend Themes
1. Eco-friendly Advertising - The use of eco-friendly ads to promote sustainable brands and products presents an opportunity for companies to communicate their green initiatives.
2. Directional Walk Campaigns - The integration of walk-encouraging campaigns in advertising could create a more sustainable and engaging way to attract consumers to brick-and-mortar locations.
3. Accessible-friendly Advertising - Brands that show a commitment to accessibility in their advertising by providing information on public transport routes and walking directions could gain new customers from a wider range of demographics.
Industry Implications
1. Retail - Retailers can use eco-friendly advertising and directional walk campaigns to promote their sustainable products and drive traffic to physical locations.
2. Transportation - Transportation companies can partner with eco-friendly advertisers to provide public transport routes and encourage walking as a sustainable way to reach destinations.
3. Tourism - Tourism companies can use eco-friendly advertising and directional walk campaigns to promote sustainable travel and attract environmentally conscious travelers.