Speaking about some great guerrilla campaigns, IKEA came up with a great campaign in 2010 to celebrate the 30th birthday of one of their signature bookshelf, BILLY. IKEA, set up a series of bookshelves on the sands of the famous Bondi beach in Australia, making the world’s largest outdoor library. Through this outdoor library, IKEA gathered a huge crowd at the famous Australian beach, of not just swimmers, surfers and holidayers, but readers as well!

This outdoor library offered beachgoers thousands of books to choose from, as they picked one for themselves and exchanged it with another book they had, or made a gold coin donation. All this money went to the Australian Literacy and Numeracy Foundation. Therefore, this guerrilla campaign not only promoted the healthy habit of reading among the Australians, but also contributed for a great cause.


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