As we have learned this week, paid media is NOT dead. The companies that are taking advantage of paid media still are doing amazing things! IKEA, with help from Ad Agency Ubi Bene, created this “billboard” to celebrate/promote the opening of their 30th store in France. They turned the side of an apartment building into a vertical rock-climbing wall in Clermont-Ferrand. It was 9 meters x 10 meters and had steps and grips that allowed the public to safely navigate through beds, cabinets, sofas, chairs, tables, and accessories. There was essentially an entire apartment set up for people to climb around on. This was not only an eye catching display but also one that got the public involved while directly promoting what IKEA sells. This paid media offered great entertainment while promoting in a dynamic, exciting way.