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Home > Advertising & Marketing > Oval Office in Union Station – EmbraceChange09

Oval Office in Union Station – EmbraceChange09

January 13th, 2009

IKEA’s campaign, EmbraceChange09 is inventive, as are most IKEA campaigns. This one is a multi-media campaign consisting of a website,, which will allow visitors to furnish the Oval Office with IKEA furniture. There’s also a standing offer to President Elect Obama and the First Lady to furnish any room in the White House for free. 

IKEA said, of the campaign expenditures,

the campaign’s significance is on par, if not greater than promotions for new store openings.

Billboards and posters plastered all over the metro system in D.C. have caused a bit of a backlash on sites such as The campaign also includes metro-area bus wraps, the staged Oval Office complete with Secret Service agents staged in Union Station in Washington, D.C. seen above.  Overall, viewers are rating the campaign, Hot!

A controversial mock motorcade has spawned a Twitter petition @IKEAGreen – the first petition of its kind on the Social Media site, Twitter.  See Petition IKEA to Go Green with EmbraceChange09 Campaign at the IKEA Fans blog for more information on the controversy over the motorcade which will motor through Washington D.C. for 2 days later this week.

The interactive website ( set up by IKEA for this campaign will be active on the 16th, and in addition to decorating the Oval Office, visitors will be able to enter a sweepstakes to win one of three $1500 IKEA Gift Cards. Wish me luck!

[Photo by cpayne via Flickr - thanks!]

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  1. February 11th, 2009 at 15:11 | #1

    I love Ikea, It always comes with something new, every new idea is great!

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