A darkish room can appear spooky to children, particularly through the Halloween season when scares are round each nook. And are there actually monsters hiding below the mattress?
Ikea goals to reassure youngsters that there’s nothing to be afraid of of their bedrooms. The model’s newest marketing campaign is working in Egypt, the UAE and Qatar by way of Oct. 31, however will likely be relatable to folks and children around the globe.
A trio of 30-second movies, created by Ogilvy‘s businesses within the U.Okay. and Germany, present horror movie-style scores and setups, with the sound of owls hooting or the wind howling.
However because the digicam pans in to disclose what could be lurking below the mattress, in a dresser or behind the billowing curtains, the lights flip on exhibiting there’s nothing there in any respect.
The adverts highlight the value of the merchandise for members of the Ikea Household loyalty program and ship a “Monsters not included” promise, wishing the viewers a Joyful Halloween.
“Our latest Halloween marketing campaign is deeply private to me as a mum or dad, and I imagine it is not going to solely resonate with households within the Center East but in addition worldwide,” Ikea normal supervisor for advertising and marketing, communication, HF and retail design Carla Klumpenaar mentioned in an announcement.
“Past offering well-designed purposeful house furnishing merchandise and options, we’re providing peace of thoughts to folks. Let’s say goodbye to monsters along with Ikea.”
Ikea additionally centered on households in a Might marketing campaign titled “Proudly Second Finest.” The Cannes Lions-winning spots confirmed the model’s furnishings being uncared for by children who would slightly be held by their mother and father.
