Diversity in the world is a basic characteristic of human society, and also the key condition for a lively and dynamic world as we see today. -Jinato Hu

Have you ever wondered what it is like to experience life in a different country? Have you ever dreamed of strolling the cobblestone streets of France, munching on the nutella waffles of Belgium, scuba diving in the Great Barrier Reef of Australia, or riding the elephants in Thailand? Every country boasts its own attractions. Having varied cultures and traditions, people from different countries showcase their own uniqueness. We all have our individual preferences and tastes, but most of us, are open to learn about new cultures. It is exciting to experience how life is in the other side.

IKEA found a way to use the value of culture diversity to present their new products. Let us step into the mesmerizing floating markets of Asia.

The floating market showcase is one of the recent projects of The Cake Group (featured in my last post) for IKEA, UK. They brought so much creativity and awe to the promotion that it brings so much sincere enthusiasm from people. That is what makes a marketing tactic work – if it makes people say, “I want to go!” or “I don’t want to miss this!” Creating that lasting enthusiasm from consumers is not easy. Trends come and go; people change their attitudes and likes/dislikes in a snap. Marketers have to find ways that will always attract people to their products. They have to adapt to what the consumers are looking for and what they will respond best to. For this IKEA project, the company knew that in the present world, globalization and diversity are significant and people have the sense of adventure to travel or gain experiences outside their usual routine. They used this and created one big hit event for their new fall-winter collection.