‘Do Try This at Home’: IKEA Australia launches playful campaign
On Monday, IKEA unveiled new work from Ingka Group, the largest IKEA franchisee, marking the first time a single brand campaign has launched across all 31 Ingka markets worldwide, including Australia.
Shot in Madrid, the campaign, co-created with McCann Worldwide, aims to highlight IKEA’s affordability and how it is a ‘driver of happiness’, even amidst a cost-of-living crisis.
Set to Swedish band The Hives’ song ‘Come On!’, ‘Do Try This at Home’ features a number of taglines encouraging people to try new things within the comfort of their homes – ‘Do try setting new trends at home’, ‘Do try mischief at home’ and ‘Do try showing off at home’ being some of the examples.
“At IKEA we believe that home should be a place that can empower and enable you to do anything,” Licca Li, growth and marketing manager at Ingka Group, explained.
“‘Do Try This at Home’ brings a bit of rebellious spirit and allows us to inspire people to view home in a different light – to see it as a driver of happiness without it being connected to increasing costs.”
IKEA Australia’s head of marketing communications, Erin Falconer, said: “For more than 80 years, IKEA has been a home furnishing rebel, helping people to break the rules and constantly look for new ways to create better homes.
“Our affordable, quality and functional products offer endless possibilities for people to create homes that bring excitement to everyday life, even when times are tough.”
The campaign comes as IKEA Australia has committed to investing $125 million to lower the prices of over 3,000 items, in an effort to support its customers even in tough economic conditions.
According to its recent IKEA Life at Home report, 43% of Australians have household finances and disposable income as a top concern, while 38% are concerned about the current economic state. Despite this, according to a CommBank iQ Cost of Living report, Aussies are still choosing to enjoy the things they love, even if that means cutting back on essentials, evidenced by a 8.6% increase on home entertainment spending year-on-year.
The campaign will be live for 25 weeks across TV, outdoor, social media, and online channels, including IKEA’s website. It will launch in cinema from June.
IKEA Australia recently spoke at the Mumbrella Retail Marketing Summit on getting people to spend money during the cost-of-living crisis. Head of marketing Kirsten Hasler and head of communications Patricia Routledge shared how with crisis, comes opportunity.
Keep up to date with Mumbrella Daily
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say