IKEA has launched a new integrated marketing campaign - showcasing the new products that come into the Swedish retailer's range each season.
The “New Wonders Can Come Out of the Blue” campaign, created by Mother, is a new creative and strategic approach for IKEA, moving away from its traditional room-specific focus for one campaign towards a celebration of new product innovation and how the addition of just a few new things can transform the home.
Launching with a three-part series of TVCs running at key moments across the next two months, the campaign will be complemented by multichannel support - including the addition of a revamped “New At IKEA
” hub on the UK website, and a focus on PR, social and CRM to announce a multitude of new products and collections from across the retailer's range.
The evolution of IKEA's strategic approach to marketing comes in light of changing the behaviour of shoppers, as the delivery of the physical catalogue gives way to a more digital retail experience. Piloting this new approach, IKEA UK will act as a global test for the brand to better explore the potential of non-physical marketing in an effort to drive better brand association and visitation and stimulate a wider interest in home furnishings.
The “New At IKEA” webpage, in particular, offers an alternative way for customers to view the newest products from IKEA. Featuring all of the latest collections, which will be updated every time new products enter the range, it will also showcase inspirational content to show how new and existing products can be incorporated into real-life homes.
The three distinct 20-second TVC spots will launch sequentially and in line with the overarching marketing strategy - depicting a range of living situations to fully realise the scale of new products and how each can improve the everyday lives of homeowners in the UK and Ireland. Centred around the iconic blue IKEA FRAKTA bag, this symbol of “newness” is depicted as a magical device with limitless capacity from which products are pulled out - effectively dramatising the key concept of the campaign.
The run launches with “Spinning Cups”. The first instalment features three elderly ladies having their weekly get together when the host has an idea. From inside of her blue IKEA FRAKTA bag, a trolley is revealed - loaded with afternoon tea: teacups, a teapot, all kind of treats served on IKEA plates and bowls, lovely IKEA napkins and even a plant in an IKEA pot.
However, these products have transformative powers, as the host pours some tea and reaches into the cup with her teaspoon the three women find themselves inside oversized IKEA teacups. When she spins the spoon inside the mug, they start spinning around the living room.
The following two TVCs will be revealed across the coming months, continuing to showcase the magical power that new products from IKEA can have on everyday life at home.
Laurent Tiersen, IKEA UK and Ireland Marketing Manager, said: “When it comes to revamping your home, you don’t always need a complete style overhaul. In fact, it’s often the little new things that can make all the difference.
At IKEA, we believe that even just one small new change transforms our everyday lives at home in wonderfully unexpected ways. All it takes is a little bit of imagination and inspiration - and from our humble FRAKTA bag, new wonders can come out of the blue."
The campaign will air across TV and in cinemas in the UK and Ireland on Monday 27th August, running until Sunday 21st October 2018 - with additional TVC content optimised for social and mobile.
Wider communications around newness at IKEA will continue across all other channels for the following 12 months, with peaks of integrated cross-channel activity centred around new range launches, including creative PR and social activations, targeted IKEA Family emails, and a continually updated IKEA News page.