“Come up for very little”
It is the message with which IKEA He wants to connect emotionally with consumers in the current context of economic complexity. The Swedish company wants to continue communicating the accessibility of its products compared to the high cost of life with the second wave of its global campaign “Try this at home”, led by IKEA Spain and designed next to the agency McCann Madrid.
The brand encourages you to hold a hockey match in the living room or set up a movie in the room
The message affects the possibilities offered by the company’s products to get the most out of life at home, and in the purpose of Ikea to achieve welfare at home with very little investment. “It is time to come up and it is not necessary to give up the life you want ”Ikea explains in the description of the spot, with which he encourages people not to give up those little things they really like, and that “”Help relax and disconnect”
The piece, with Craft Spain production, shows its global character Through the multiculturalism of the characters, but remains recognizable thanks to the identifiable situations it portrays. Celebrate a hockey match in the house hall, set up the set of a movie in the room, or install a yoga space in the bathroom, they serve Ikea to tangible the idea that your own standards put in your house.
“The home is where we put our own rules and make our decisions, a place to be authentic and faithful to our essence“, explains Gabriel Ladaria, Marketing Director of Ikea in Spain, in a statement.”With this campaign we want to continue inviting people to rebel in the face of the economic situation so difficult that we are touching us and that they continue betting on life they want without giving up what makes them enjoy inside their home”
The campaign is collected in a dedicated space on the IKEA website, where it also highlights its products segmented by ideas, and not by categories. In this section appears a series of lower items, in line with what I already did in the first wave of the campaign, articulated under the Claim “Home Can Do It” (“Your home can do everything”).
The campaign can be seen in Spain from March 31, and will have activations on television and social networks, attending to the planning of media developed by the Iprospect agency. “Try this at home” It will be executed in 31 markets in which the company has activity.
The campaign has also had the collaboration of MRM, Tinkle and Apple Tree.
