Take a look at this nice campaign by Ikea launched to promote their kitchen range in the UK. The website idea is that the cheaper the kitchen, the less you have to work to pay for it. So, basically, the message is "buy at Ikea, work less, and enjoy your life"!
This is definitively a very good example of how online marketing should (try to) be.The concept is brilliant also the advertainment stuffs on the site are engaging and entertaining. You can take a test and check if you're working too much, you can calculate the hours of work you save by buying at Ikea and you can even get an update on what has happened in the world while you were too busy working.