IKEA Launched In Egypt With Clever Ads That Look Like Instruction Manuals
To promote IKEA’s debut in Egypt, agency MI7 Cairo came up with an innovative launch campaign that merged the brand’s modularity with ancient Egyptian architecture and artifacts.
The three ad series features the Throne of Tutankhamun, the Qasr El Nil Lion, and the Sphinx in dismantled forms with step-by-step instructions on how to assemble them, just like the manual that comes with IKEA furniture. The tagline reads, “Coming soon to Egypt” followed by the IKEA logo. Check out the ads below.
