For some diehard Ikea prospects, a visit to the shop is already thought of a magical expertise. However in instances of financial uncertainty, the house furnishings retailer desires to drive house the purpose that it will also be an reasonably priced one.
Created in partnership with Ogilvy New York, Ikea U.S. launched “The Giving Bag,” a 60-second spot that includes a younger boy and his household discovering a plethora of sensible, sustainably designed and fairly priced objects in an enchanted model of the retailer’s iconic Frakta bag.
The operating sight gag units a playful tone, with the whole lot from ground lamps and sectional sofas to space rugs and eating chairs improbably being pulled from the buying bag. Even the canine will get a snug mattress because the household makes use of the products to furnish a brand new home.
The spot, directed by Ewurakua Dawson-Amoah, is the hero movie for the model’s new marketing campaign and platform, “Reasonably priced Design. Infinite Prospects,” and has begun operating throughout linear and CTV, digital and social media since its launch on March 8.
“What actually excites us about working with Ikea is that the model, on all ranges of the group, actually believes in and lives their values,” Fanny Josefsson, Ogilvy New York’s artistic director, instructed Adweek. “In the end, we wished to rejoice the spirit of Ikea, and we’re going to proceed to take action with activations and different sorts of content material over the approaching months.”
Massive bag of methods
Earlier this yr, Ikea Canada’s “The Troll” launched the idea of youngsters carrying the well-known blue luggage as the brand new Santa Claus (or Mary Poppins, who was extra apt to drag lamps out of luggage).
However the place the brief movie explored folks’s relationship with their properties, “The Giving Bag” digs deeper to deal with the present financial local weather and client’s relationship with their funds in the case of main purchases like house shopping for.
“With inflation hitting People laborious, affordability is prime of thoughts for all of us,” an Ikea U.S. consultant instructed Adweek through e mail. “However Ikea has all the time strived to be an ally for these with tighter budgets. We wished to create a platform that aligned with our values and will encourage folks, even now.”