Koala Mattresses has again taken a swipe at its competitors with a cheeky billboard that calls out how hard Ikea furniture is to assemble.
The billboard ad, located next to the Ikea Tempe store in Sydney, says 'NOFNIDEA? No tools, no worries’.
The ad, created by Koala's in-house team, resembles an Ikea catalogue and aims to highlight the ease of buying and setting up at Koala Mattress.
Launching in Australia in 2015, Koala Mattresses has grown from an online startup to a multimillion-dollar business largely relying on digital marketing and bold billboards to sell its wares.
Koala creative producer Matthew Rossi said the campaign was a "bit of a battle" convincing the regulators, but he's happy with the outcome.
"Today we put up a billboard for all the lovers out there that have had a falling out over flatpack furniture or twisted their knickers with an Allen key," he said on LinkedIn.
Ikea is the second brand targeted by Koala Mattresses with a previous campaign taking aim at the infamous De Rucci bed ads placed around Sydney airport.
Koala Matresses previous campaign
Another ad from Koala poked fun at the classic yellow and red “Want Longer Lasting Sex?” ads.
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