Ikea had a successful viral campaign creating great buzz about the launch of a car sharing service: Leko. The campaign was deviced in a way that made poeple think Ikea was actually launching a car; then there was the suggestion was that the car would be an self assembled model (see image above), funny but kind of scary. Then there was the World Wildlife fund for its sustainabilty. Information was was progressively leaked closer to its’ March 31st launch, which was being counted down on their site; and people were expecting an Ikea car miracle or a joke. Their strategy worked; today the website is obviously being hit by a lot of people as it is very slow when you go to it.
In the end the Ikea Leko is a car share service run in conjunction with Covoiturage.fr to go to Ikea stores; similar to one already existent in the States. Needless to say it a very good April Fool’s campaign.
In any case I am sure that for many Parisians it will is great news as it is nearly impossible getting to Ikea if you do not have a car.

I am wondering if the Ikea Leko site which is a blog and pokes fun at the concept is run by Ikea. I think so.