An Ikea chair called “Stefan” is the focus of a curious advertising campaign. The context? A planned boxing match between familiar faces.
Munich – The furniture giant Ikea attracts its visitors with Swedish snacks and inexpensive furnishings. The focus of the advertising campaign is a simple, white chair. But they also know how to skillfully stage this. The decisive factor is the name “Stefan”. Compared to other Ikea products like Billy and Sköldpadda, this seems rather inconspicuous at first. Only with the right context can you understand why the picture causes laughter on Facebook.
“Regina, we won’t let you sit down”: Ikea chair shares name with Stefan Raab
In a Facebook post from Ikea, the “Stefan” chair is advertised for 39.99 euros. The slogan on the picture is: “Regina, we won’t let you sit.” But the chair is not in a dining room, but in a boxing ring. “Don’t just take on flyweights,” is the advertising message. The marketing team was inspired by Stefan Raab, who recently issued a boxing challenge.
Stefan Raab vs. Regina Halmich: Entertainer calls for a boxing duel
Stefan Raab's goal was to gain nine million followers on Instagram by Easter Monday. This was his condition for a TV comeback. But the entertainer didn't achieve that. On the reporting date, “only” 2.8 million accounts followed him. But there is still unfinished business. He had fought twice against the former boxer Regina Halmich. One of those times she broke his nose. Now Raab challenges them to fight again.
The message to Regina is in keeping with his former game show “Schlag den Raab”. At first it was unclear whether this challenge was serious. But Halmich has already responded to an Instagram post and accepted the challenge. Event sites are already listing the event on September 14th and advance sales have begun. And should Raab back out, there will always be “Stefan”.
Comments agree: “Best advertising in a long time”
The users are enthusiastic. "OK. Best advertising in a long time,” reads one comment. Many users share their own stories about Ikea furniture: “I once had four 'Stefans', plus the 'Ingo' table. Whenever visitors came, I said: 'Come in, Stefan and Ingo are already here too.' And everyone's like 'huh???' at the sight of the empty kitchen.” A satisfied user writes: “I also have Stefan at home. He can endure everything and everyone here and has been doing so for over 12 years.”
One user jokes: “Isn't Stefan, whether Raab or someone else, actually a stand-up fan? That makes the chair unnecessary! badumtss.” But even standing fans need a break sometimes. Another user suggests renaming a completely different product: “Rename the chair and name a doormat Stefan instead, then it’ll fit.”
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