What would you do if someone unleashed 100 cats in your house? Now what if someone unleashed 100 cats in your house and started filming a documentary with the cats' owners? Now what if your house was Ikea?
   
The association between this lead and the rest of the story is as relevant as an association between cats and Ikea, but infuse some dry, British humor, put it on YouTube, support it with additional marketing tools, and bam, ...