For some diehard Ikea clients, a visit to the shop is already thought of a magical expertise. However in instances of financial uncertainty, the house furnishings retailer needs to drive dwelling the purpose that it will also be an inexpensive 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 working sight gag units a playful tone, with every thing from flooring lamps and sectional sofas to space rugs and eating chairs improbably being pulled from the procuring bag. Even the canine will get a comfortable 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 working 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, informed Adweek. “In the end, we needed to have fun the spirit of Ikea, and we’re going to proceed to take action with activations and different kinds of content material over the approaching months.”
Huge bag of tips
Earlier this 12 months, Ikea Canada’s “The Troll” launched the idea of youngsters carrying the well-known blue baggage as the brand new Santa Claus (or Mary Poppins, who was extra apt to drag lamps out of luggage).
However the place the quick 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 on the subject of main purchases like dwelling shopping for.
“With inflation hitting People arduous, affordability is high of thoughts for all of us,” an Ikea U.S. consultant informed Adweek by way of e mail. “However Ikea has at all times strived to be an ally for these with tighter budgets. We needed to create a platform that aligned with our values and will encourage folks, even now.”
