Ikea Says 'Here Comes the Sun' with GPS-Controlled Billboard

Ikea, together with creative agency Åkestam Holst, has launched its latest out-of-home (OOH) campaign that shines the spotlight on café dwellers — literally.

"Here Comes the Sun" is the Swedish furniture brand's new installation located in the heart of Stockholm, Sweden.

It aims to maximize the available sun hours in a day through a GPS-controlled billboard that reflects sunlight to surrounding areas that would often be covered by the shade, helping café-goers stay warm amidst the chilly weather. 

Ikea's Nissedal mirror then angles itself automatically, adjusting itself according to the position of the sun during the day.

Michal Sitkiewicz, art director at Åkestam Holst, shares that like with most Ikea campaigns, the product is the hero, and the initiative represents what Ikea stands for: "smart solutions for the many people."

Behind the Magic Mirror

Åkestam Holst copywriter Rickard Beskow shares the thought process behind the creative marketing execution, saying it makes the most out of one's resources, which aligns with the heart of the brand.

The agency knew how crowded outdoor seating areas tend to get during the daytime, and it's just perfect for them to enjoy the sun.  

"That's why the idea felt just right,” Beskow added.

"At the same time, it’s a bit sad for us at IKEA to see outdoor furniture standing empty and alone in the shade," Ikea Sweden Marketing Communication Leader Jionas Westberg explained. 

This is why the brand took it upon themselves to give these people more places to enjoy the sun and ensure that more outdoor furniture is utilized.

Spread across different locations in Stockholm, Ikea hopes to expand the project and take the OOH initiative on a broader tour in the future.

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Editing by Katherine 'Makkie' Maclang