Companies continue to jump on the Obama wagon (and we continue to talk about it..). Next in line: Swedish home products retailer, Ikea.
For the inauguration this coming Tuesday, Ikea has assembled an Oval Office replica inside Union Station in Washington, D.C. The detailed Ikea-furnished replica is not the only part of the “Embrace Change ‘09” campaign, though.
According to Brandweek.com, “The integrated campaign includes out-of-home billboards featuring the "Embrace Change ‘09" slogan on local buses and trains. Ikea is also holding a "mock motorcade," touring the D.C. area Jan. 15-16. Ikea will strap "furniture fit for a president" on top of vehicles to symbolize the incoming president and his family moving into their new home. Other components include a site, http://www.embracechange09.com/, where Ikea fans can design their own Oval Office using a drop-and-drag click tool, and a $1,500 gift card giveaway to visitors who log onto the site.”
The campaign not only shows Ikea’s support for president-elect, Barack Obama, it also is intended to display its furniture, driving foot traffic to two nearby stores.
According to Ikea’s public relations manager, "[Obama's] notion of change and his commitment to fiscal responsibility match the Ikea philosophy of practical and affordable home furnishings for all,” creating a great branding opportunity.
What do you think? Will these political branding campaigns pay off (in terms of profit and positioning) for companies such as Ikea?
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