IKEA is launching a 360-degree campaign to highlight the low costs, functionality and versatility of its kitchens and new bathroom line. The brand wants to demonstrate that its products fit into the real lives of its customers, and increase visits both in-store and online.
The “Coming Home” campaign included OOH digital ads that will feature dream kitchens and bathrooms alongside the real-life moments that take place in them. “OOH is a key element in our media plan, helping us to reach as many Canadians as possible through a mix of programmatic, place-based, and impression-based buying,” Jonelle Ricketts, head of marketing at IKEA Canada, tells Media in Canada. “Knowing that customers often prefer navigating kitchen and bath design, and planning with extra support, we have focused our efforts on markets where we’ve recently launched IKEA Plan and Order Points.”
The brand is also running ads on Pinterest and Tiktok, where it aims to reach an audience that is usually more engaged, according to Ricketts. Additionally, it is turning to streaming platforms and will use retargeting on OLV to reach Canadians who are further along in their kitchen or bath purchase journey.
“Paid search will capture search demand across kitchen and bath categories throughout the customer purchase journey with a mix of text, shopping and local inventory ads driving people online and in-store,” Ricketts says.
The main video revolves around how quiet the brand’s drawers and cabinets can be when you need to open them late at night. It depicts a young woman returning home from a night out and tiptoeing in to avoid waking her grandma, who has fallen asleep in the living room. She quietly opens IKEA’s Uppdatera tray to grab chopsticks and eat, before heading to the bathroom and open the new Treasjön soft-close mirrored cabinet.
“The kitchen and bathroom are areas that we dream of renovating to match the aspirational homes we see on social media and TV, but they also need to be hardworking spaces that accommodate our often-unglamorous everyday lives. Our campaign reinforces that with IKEA, you can design your spaces to be inspirational and functional while still being affordably priced,” Ricketts says.
With the campaign, the brand is also aiming to underscore the $80 million investment it made in January to support price reductions on more than 1,500 products within the Sektion, Maximera and Utrusta kitchen ranges. Lowering pricing is one of IKEA’s major aims this year to differentiate itself from the competition, Ricketts says.
The campaign also builds on the “Bring Home to Life” platform, which centers on telling stories about people who transform the places that are most important to them with furniture and décor from the brand. And it is a continuation of the “Making a Life” campaign launched two years ago, says Ricketts, who adds that the company has had success in addressing what it means for Canadians to bring their home to life.
“Telling this story of a multigenerational family through ‘Coming home‘ is a new way of celebrating the diverse lives of many Canadians,” she says.
Carat and DentsuOne handle media buying, and Rethink leads creative.
