Have you ever heard of a street name so brilliant that it feels like a marketing slogan? Well, in Valladolid, Spain, there is one that sparks laughter, curiosity, and admiration all at once. The IKEA store located just 8 kilometers from the city center sits on a street called “Me Falta un Tornillo” — which literally translates to “I’m Missing a Screw.”
At first glance, it may sound like a joke. Yet, the more you think about it, the more genius it becomes. After all, how many times have people opening IKEA boxes said, “I think I’m missing a screw”? The humor is universal, and the marketing impact is undeniable.
But was it a coincidence? Or a clever branding move?
The Origins: A Name Born from the People, Not Corporate Strategy
First, let’s rewind to 2011, when IKEA decided to build its first store in Castilla y León, in the municipality of Arroyo de la Encomienda. Instead of simply naming the street after a random landmark, IKEA wanted something special. Something memorable. Something that would make people smile even before walking through the sliding glass doors.
Therefore, IKEA launched a public vote called “Nuestra mejor calle lleva tu nombre” — Our best street carries your name. Through Facebook, local residents were invited to choose among several fun options. The finalists were:
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Me falta un tornillo
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Como en casa, nada (Nothing like home)
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Del abrazo en el sofá (From the hug on the sofa)
More than 1,000 people voted, and 53% chose “Me falta un tornillo.” Yes, the people decided. It was not a secret corporate scheme. It was a democratic marketing miracle.
And here is the important marketing lesson:
When people participate in creating something, they emotionally attach to it. This is why user-generated campaigns often outperform traditional advertising.
From Street Sign to Marketing Legend: Why This Matters for Modern Brands
Now, imagine someone searching for the IKEA Valladolid address online. They read: “IKEA – Me falta un tornillo Street.” Of course, they smile. They share it. They post it on social media. It becomes viral content without IKEA paying for an ad.
This is where the story becomes a masterclass in conversion-oriented marketing.
Because the truth is:
✔ A funny name reduces customer friction. People arrive already feeling positive.
✔ A viral detail makes your brand easier to remember.
✔ Emotional triggers — like humor — increase purchasing intention, even subconsciously.
Furthermore, many marketers spend thousands of dollars trying to generate “brand buzz.” Yet here, the street name itself became the campaign. It is organic, timeless, and unforgettable.
In fact, even years later, people on X (formerly Twitter) still tweet:
“You want a laugh? Search the street name of IKEA Valladolid. Coincidence or marketing?”
This, ladies and gentlemen, is what we call sustainable brand visibility.
How You Can Apply This Strategy to Your Business (and Why You Should)
So, how can your business replicate such impact?
No, you don’t need to rename a street. But you do need to integrate story-driven, emotional, and unforgettable details into your marketing approach.
Here is how:
1. Create Shareable Stories
Just like IKEA’s street name, your brand must have a story people want to talk about. It can be your product naming, your packaging, or even your tagline.
2. Involve Your Audience
People love feeling included. Polls, votes, or user-generated submissions will increase engagement and brand loyalty.
3. Turn Humor into Conversion
A laugh is often the first step toward a sale. Imagine promoting a product with clever language that makes people smile — it lowers resistance and strengthens emotional connection.
If you want a marketing strategy that converts like “Me falta un tornillo,” you need the right team, the right storytelling, and the right digital optimization.
Ready to Create a Marketing Story People Will Never Forget?
Just like the now-famous street in Valladolid, your brand can become unforgettable — if your message is crafted with intention, emotion, and a human touch.
➡️ Do you want a conversion-oriented digital strategy that makes people talk, share, and buy?
➡️ Do you want your business to grow through storytelling and SEO just like this article?
Then this is your moment.
📩 Contact us today and let’s build your own “Me falta un tornillo” marketing legend.
Because in the end, the world will always remember genius — especially when it makes them smile.