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 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.