IKEA's Sardinia Stunt: Local Lore Meets Modern Marketing
IKEA leveraged the historical monument's misdirection to create a unique marketing stunt. The statue's original intent was to point northwest, but it faced south. By placing four neoclassical statues in the hotel's balconies, they mirrored the statue's pose, creating a playful connection. The slogan 'Hej Carlo Felice, IKEA is this way' added a local touch. The campaign resonated with locals, blending history and modernity. It boosted engagement and positive media coverage. The strategy showcased IKEA's ability to integrate local culture into their marketing, proving that even a historical error could become a powerful storytelling device.
View the full case on the agency site
Original write-up, full visuals, full context.
Added to Agency Inside:
April 3, 2026
More from this agency
