Ikea
Getting Asses to Cheras
Capabilities:
Getting people excited enough to brave the traffic and visit Malaysia’s second IKEA store in the ‘wrong area of town’ needed more than just an advertising ask. People needed the promise of a party when they arrived, and that’s what we created, with a hit tune and music video complete with partying products.
1.3M
Music video views
3000
People stood in line at 5am before doors opened
46%
Above target footfall on the store's opening day
After 20 years, IKEA was launching its second store in Malaysia. The store was located in a relatively unknown area on the edge of Kuala Lumpur, recognised mostly as an industrial area choked with traffic and with poor transportation links. It was not an attractive option for shoppers to visit. IKEA needed to put Cheras on the map and get people to visit the store opening.
Instead of an ad, we made a music video with a twerking Panda.
To create awareness and excitement about the store opening, every Malaysian was invited to (get their ass to Cheras) and join a big house warming party hosted by IKEA’s very own products.
Every house party needs a hit tune so we harnessed the power of a pop song to invite people to the IKEA store. The catchy song filled with unmistakable IKEA puns would get people to actively remember and sing the address of the IKEA store in the song’s chorus - ‘Get Cheras to Cheras’.
'Get Cheras to IKEA Cheras' starred IKEA’s hero products, from grinding lamps, head-spinning drinking glasses, moonwalking slippers and a breakdancing panda soft toy in party mode.
To launch Malaysia's next floor filler, the song aired on Spotify and across local radio stations, so that everyone was left singing “Get Cheras to IKEA Cheras”.