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IKEA teamed up with JCDecaux to showcase their latest spring collection, ‘Feel new again this spring’, in the center of Milan.
Commuters were invited to hop on the IKEA-inspired tram for free, riding a special route from the Cathedral Square to Sforzesco Castle. The exterior of the train was customized with both real and artificial plants, while its interior showcased item’s from IKEA’s new nature-inspired collection. This whimsical display was accompanied by a nature playlist and an herbal scent, allowing passengers to become immersed in the relaxing atmosphere.
Over the campaign’s two-week duration, more than 3,200 commuters traveled on the tram. The success of this experiential campaign was further amplified with a high number of social media actions using the signature hashtag #IKEAfeelnewagain.