Ikea preaches 'Peace, Love and Storage' with new campaign
An advertising campaign for Ikea, which aims to discover whether men or women are messier in the home, will launch tomorrow (1 April).
Created by Mother, the campaign will begin with a TV advert shot in front of a live audience, featuring four stand-up comedians, two men and two women, having the debate over which gender is the messiest.
The strategy behind the campaign is that domestic clutter leads to arguments, leading to an unhappy home, which Ikea wants to prove can be avoided with better storage.
Viewers will be directed to a new Facebook page for the brand, where they are able to vote as to who they believe is the messiest, and submit proof using videos and photos through an app created especially for the campaign.
Meanwhile, online display banners will allow off users the opportunity to vote, with online adverts promoting Ikea products also demonstrating the problems people have shared, and offering solutions.
Anna Crona, marketing director at IKEA UK and Ireland, explained: “We are committed to understating how our customers live life at home so we can provide solutions to make life happier. Everybody has storage needs in the home and by encouraging debate and providing solutions we will show that IKEA is relevant to everybody, no matter what your home is like or how much money you have.”
Press adverts will also support the campaign, as will a handbook entitled ‘Peace, Love and Storage’, which will be available through the Facebook site.
New to The Drum
You will be sent a verification email. Click on the link in the email to post your comment.
Existing Users Sign In
More like this
- IKEA unveils ‘sleep like a princess’ campaign with Mother
- Diet Coke to launch ‘Love it Light’ integrated marketing campaign with Mother London
- Powerade launches on-pack promotion and TV campaign with Mother
- Mother creates campaign to promote new Alton Towers attraction - A giant climbing Rocky's chocolate biscuit
- match.com launch new advertising campaign with Mother
11/05/2012
Pitch news: Hertz, HTC, Smirnoff, LV=
Comments
comments
When you're used to the likes of Frankie Boyle, this comes across as a bit tame. I still like it though, it's got legs (or castors probably).
"I can't even find my beard" made me chuckle.
comments
Great idea but does lose a wee bit in the execution - a bit lifeless at the start and laughter seemed forced - worked better in the quick cut sections
That's a bloody great idea.
comments
Nice idea but in execution comes off like a badly improvised children's tv show. The Ikea products look cheap and uninteresting, not the usually impressive looking bits of design at a good price.
weak execution with a low "likes" on facebook whould you say this is a success on Integrated marketing? How much was this campaign to only have a 5,000 likes?
If you relate this to the rowse honey campaign it has 22,388 likes, this involves integration just like IKEA.
http://www.facebook.com/rowsehoney
Im doing a dissertation of the effects of Social media and the missing of execution of the conversation in pr campaigns. I think businesses are still on a learning curve into achieving the effect of participating in social media activities and are achieving the awareness but not meeting the need of the participation of the execution of the idea. am i right to conclude this theory?
Write Your Comment