For some diehard Ikea clients, a visit to the shop is already thought-about a magical expertise. However in occasions of financial uncertainty, the house furnishings retailer needs to drive residence the purpose that it can 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 all the pieces 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 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, “Inexpensive Design. Limitless 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 inventive director, instructed Adweek. “Finally, we needed 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.”
Large bag of tips
Earlier this yr, Ikea Canada’s “The Troll” launched the idea of children carrying the well-known blue luggage as the brand new Santa Claus (or Mary Poppins, who was extra apt to tug lamps out of baggage).
However the place the brief movie explored individuals’s relationship with their houses, “The Giving Bag” digs deeper to handle the present financial local weather and client’s relationship with their funds in relation to main purchases like residence shopping for.
“With inflation hitting People onerous, affordability is high of thoughts for all of us,” an Ikea U.S. consultant instructed Adweek through electronic mail. “However Ikea has all the time strived to be an ally for these with tighter budgets. We needed to create a platform that aligned with our values and will encourage individuals, even now.”