How IKEA Encouraged Australians to Read on the Beach
Marketing proceeds went to charity, but publicity went to IKEA
When you think of a beach, what comes to your mind?
The common responses are sand, towels, umbrellas, sunscreens, and the sea. However, IKEA viewed a famous beach in Australia a bit differently. They decided to create a massive library right in the middle of the beach. Think surfers, dog walkers, runners, other beach bodies. And now a library.
This move by IKEA shouldn’t puzzle you, since they are well known for taking an unconventional route for the majority of their marketing initiatives. You’re probably thinking, “But, why a library?”, which makes absolutely no sense in a popularly crowded beach.
IKEA is not just known for its comfortable, cheap, and simple furniture supply. They are in fact famous for the creative flair showcased through their marketing efforts. This stunt is one such moment.
A Cold One, Bathers, and a Book
Back in 2013, Australians showed up to Sydney’s famous Bondi Beach only to encounter thirty giant red bookshelves spread across the centre of the beach. These bookcases contained books that were ideal for a beach read.
