Koala takes aim at Ikea’s frustrating assembly experience in ‘Nofnidea’ billboard ad

Online retailer Koala has taken aim at Ikea in a billboard which highlights the frustrations which come with assembling furniture.

The billboard ad is placed just metres from an Ikea store in Sydney’s Tempe and reads “NOFNIDEA? No tools, no worries’.

The billboard located in Tempe, Sydney

Created by Koala’s in-house creative team, the ads aim to highlight its point of difference from Ikea’s famed self-assembly methods.

Koala said it wants to change the way Australians buy furniture and celebrate Australian design.

“There is a lot we take from Ingvar’s [Kamprad, founder of Ikea] vision and apply it to what we are trying to achieve here at Koala. ‘Create a better everyday life for the many people’ … one with four-hour delivery, four-minute assembly and no tools, of course,” Mitch Taylor, founder at Koala, said in a statement to Mumbrella.

Koala expects the ad to have a bigger impact online despite being a billboard advertisement.


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