For some diehard Ikea clients, a visit to the shop is already thought of a magical expertise. However in occasions of financial uncertainty, the house furnishings retailer desires to drive dwelling 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 gadgets 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 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, “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, 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 forms of content material over the approaching months.”
Large bag of methods
Earlier this 12 months, 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 baggage).
However the place the brief movie explored folks’s relationship with their properties, “The Giving Bag” digs deeper to handle the present financial local weather and client’s relationship with their funds in terms of main purchases like dwelling shopping for.
“With inflation hitting People laborious, affordability is prime 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 wished to create a platform that aligned with our values and will encourage folks, even now.”
