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 needs 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 working sight gag units a playful tone, with all the pieces 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 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. Limitless 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, really believes in and lives their values,” Fanny Josefsson, Ogilvy New York’s artistic director, informed Adweek. “In the end, we wished to have a good time 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 baggage as the brand new Santa Claus (or Mary Poppins, who was extra apt to drag lamps out of baggage).
However the place the quick movie explored individuals’s relationship with their houses, “The Giving Bag” digs deeper to deal with the present financial local weather and shopper’s relationship with their funds in terms of main purchases like house shopping for.
“With inflation hitting People laborious, affordability is high of thoughts for all of us,” an Ikea U.S. consultant informed Adweek by way of electronic mail. “However Ikea has at all times strived to be an ally for these with tighter budgets. We wished to create a platform that aligned with our values and will encourage individuals, even now.”