When a major hailstorm hit Istanbul in 2017, many vehicles were badly damaged. So, when the meteorologists warned people of a coming hailstorm the following year, residents protected their cars with draped carpets. Ikea saw an opportunity and with the aid of some price tags turned carpeted cars into an ambient ad, supported by traditional and social media.
After the 2017 hailstorm in Istanbul, vehicles were damaged severely. So, when the meteorologists warned people of a coming hailstorm in 2018, residents of Istanbul covered their vehicles with carpets to protect them from getting damaged. This quickly turned into a phenomenon. IKEA didn’t miss this opportunity and exhibited its carpets with an ambient work: carpets covering vehicles. This work was additionally supported by billboard, ad and social media post.