IKEA wanted to inspire enthusiasm, energy and desire amongst the target audience whilst communicating around a series of low-priced IKEA items.

The campaign idea revolved around the concept of ‘transformation’ and how some essentially ordinary thingS and momentS essentially ordinary could become special and extraordinary with the addition of a small IKEA product. The final campaign consisted of 7 themes over 7 weeks: coffee, heart warming, dining, healthy eating, green plants and outdoor, with each highlighting a specific group of products.

The campaign seeked to challenge people’s perceptions about everyday moments and make them special and memorable. E.g. Food is too important to eat in a merely routine way. Bring the outside in. Make Saturday feel like a Sunday etc.

The campaign used radio, posters and bannering as well as owned media to highlight the different messages.