IKEA Expands Its Unböring Marketing Theme By Unveiling New Ads Especially Geared Toward Women

Furniture World Magazine

A new ad campaign by the leading home furnishings retailer IKEA is liberating people when it comes to creating the home of their dreams. The ads, many especially geared toward women, demonstrate how people's dreams for their home can become a reality by using their imagination, inspiration and ingenuity at IKEA, whether their budget is $100, $500 or $5,000. The new ad campaign will rotate throughout the year and encompasses approximately 12-14 different TV spots. The initial TV spots such as "Pony," "Thug" and "Family Room Makeover" concentrate on home makeovers and IKEA product, in fact in some cases; the "actors" are IKEA home furnishings and accessories. "Our affordability and great value have a real impact on people's life at home," explained Gina Raiser, advertising manager, IKEA North America. "This whole new ad concept is designed to demonstrate in an entertaining and motivating way how even a minimal investment can really make a difference in the home. We want consumers to know that we have clever, functional solutions for everyone, every home and every room with our incredible breadth of styles for the home and 9,000 different IKEA products ranging from sofas and bookcases to clocks and dishes." The ad campaign, created by Miami-based Crispin Porter + Bogusky, is a continued evolution of the IKEA marketing theme "Unböring" with this year's expanded communication, "Help Yourself to Unböring." Women represent 70% of IKEA shoppers, and this year's advertising campaign includes 30-second spots during TV daytime programming, reaching female viewers 21-64. These network programs include The Sharon Osbourne Show, Dr. Phil, The Oprah Winfrey Show, Ellen, Live with Regis and Kelly, The View, as well as soap operas like Days of our Lives, Guiding Light and General Hospital. Also, the new spots will air during top national shows including: Trading Spaces, Friends, ER, Everybody Loves Raymond, Alias, The West Wing, Will & Grace, The Bachelor, The Practice, Good Morning America and The Today Show. This year's marketing priority includes "Living with Children", which emphasizes family friendliness in the home. This emphasis is featured in the new campaign and mirrors what consumers see in IKEA stores with more than 50% of the room displays representing a family-friendly design element. The 2004 IKEA Catalog, a primary marketing vehicle for IKEA with 131 million copies printed, also prominently features the Living with Children theme. For the first time ever, IKEA products for children will be included in a North American spot titled, "Punched In," which conveys "it's their (kids) job to play and ours (IKEA) to help." This commercial will air in the U.S. later in the year with the new "kids tested" IKEA PS Children's Collection, which is ideal for the home with children. The new TV spots will broadcast in IKEA North American markets (except San Diego, Seattle and Houston) including San Francisco, Los Angeles, New York, Washington, D.C., Baltimore, Philadelphia, Pittsburgh, Chicago, Toronto, Vancouver, Ottawa, Montreal, Calgary and Edmonton. Highlights of the IKEA 2004 IKEA advertising campaign include: Makeover "Family Room" & "Bedroom" A team of Swedish designers speed through a family room and bedroom under the noses of their initially confused-yet-ultimately delighted occupants. Before they know it, the rooms have been dramatically made over in a variety of styles at the same surprisingly affordable price. Maybe You Have "Pony" and "Thug" No matter your budget, IKEA seamlessly and magically transforms your life at home into something more comfortable, organized, and stylish. In both spots, IKEA takes the budget over the top for a minute -- millions on the one hand or debts to a loan shark on the other - but with help from IKEA the viewer is returned to a reality that everyone can easily relate to and understand. All This For "Russian Dolls" and "Lined Up" It's always surprising how much you get for your money at IKEA. In this campaign, IKEA uses an unorthodox visual technique to show that for any given amount of money, you get way more than you ever imagined at IKEA. The broadcast ads are being produced by Stylewar, known for its specialty in combining motion graphics with film, which is required for the new ads' quick room changes. Working with Stylewar in Sweden eases the heavy post-production schedule required for the new ads' animation and visual effects. There will be additional radio, newspaper and television support for the annual IKEA Winter and Summer sales, what's new at IKEA stores, as well as new store openings. Also, IKEA has increased its production of TV commercials in Spanish and plans on producing seven of the new commercials, as well as radio and print ads in Spanish. Other IKEA marketing priorities punctuated in the new advertising campaign include the introduction of a new range of textiles, an expanded bedroom collection and the best-kept secret at IKEA, kitchens. IKEA offers consumers everything from simple storage solutions to complete kitchen remodels including appliances that work with any budget. Since its founding in 1943, IKEA has offered a wide range of home furnishings and accessories of good design and function, at prices so low that the majority of the people can afford them. IKEA is recognized as a socially responsible company, and continuously supports initiatives that benefit causes such as children and the environment. Currently, IKEA has more than 185 stores in 31 countries, including 18 stores in the United States and 11 stores in Canada. To visit the IKEA Web site go to http://www.ikea-usa.com.