The mystery is solved. The green car promised by IKEA France is nothing other than a carpooling service for its clients, managed by a dedicated internet site, http://covoiturage.ikea.fr.
The initiative was launched for Sustainable Development Week in France, from April 1 to 7, and developed together with WWF France with the help of Covoiturage.fr, a French organization specialized in carpooling.
Ladies and gentleman... LEKO!
"Don't see anything? Yet LEKO's there. LEKO is the car you already own - or the one you don't," explains designer Christophe Grozs, the character dreamed up for this ad.
IKEA suggests to its French consumers that they register on the site to find other people planning similar trips. They can then contact these people in order to share the use of a vehicle to go shopping.
The goal of the operation is a noble one: encourage "soft transport" and reduce traffic jams (especially in front of the store) and CO2 emissions.
The company paints in glowing colours the benefits of carpooling, reminding us that this user-friendly means of transport allows us to save fuel as well as respect the environment.
The carpoolers just have to plan the space they'll need for their purchases to minimize problems on the trip home.
And to think, some of us dreamers were imagining a wooden LEKO convertible, neatly packed into its box and waiting to be assembled.
photo:Ikea
The initiative was launched for Sustainable Development Week in France, from April 1 to 7, and developed together with WWF France with the help of Covoiturage.fr, a French organization specialized in carpooling.
 |
Ladies and gentleman... LEKO!
"Don't see anything? Yet LEKO's there. LEKO is the car you already own - or the one you don't," explains designer Christophe Grozs, the character dreamed up for this ad.
IKEA suggests to its French consumers that they register on the site to find other people planning similar trips. They can then contact these people in order to share the use of a vehicle to go shopping.
The goal of the operation is a noble one: encourage "soft transport" and reduce traffic jams (especially in front of the store) and CO2 emissions.
The company paints in glowing colours the benefits of carpooling, reminding us that this user-friendly means of transport allows us to save fuel as well as respect the environment.
The carpoolers just have to plan the space they'll need for their purchases to minimize problems on the trip home.
And to think, some of us dreamers were imagining a wooden LEKO convertible, neatly packed into its box and waiting to be assembled.
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photo:Ikea