IKEA ran a campaign in the Paris subway where they placed furniture at the station. We have always promoted the idea of taking your message - or product for that matter - to your target audience, but they really took it to the next step. It created a lot of debate, but it created a lot of debate about IKEA and that is always a plus.
As the pictures show, they also used back drop graphics for extra impact.
A real Expand moment!
Bjorn
