IKEA launches ‘make time for living’ campaign
IKEA Australia has today launched a multi-million dollar brand campaign which calls on Australians to take a less regimented approach to family life.
The ‘make time for living’ campaign launches today, with an integrated campaign that will run across television, online, outdoor, magazines and brochures and is expected to cost more than $5 million.
The first stage of the campaign which is running online and on social media introduces consumers to Teddy, a straight talking nine year old boy wants Australian families to be more spontaneous and unstructured in their lives.
“Mum, Dad, Sis – enough’s enough. I mean, every minute of every day is just getting more and more full. None of us see one another nearly as much as we could do, should do or want to, and the very reason we have a home seems to be less and less what we use it for,” explains Rupert, in a two minute online ad, created by creative agency by The Monkeys.
“IKEA has identified a big societal problem that is impeding family togetherness in Australia” said IKEA country marketing manager, Rebecca Darley. “Despite seeing ourselves as the laid back ‘lucky country’, Australians are treating family life way too seriously. It’s strict, regimented and obsessed with productivity – an overscheduled diary is worn as a badge of pride by parents who run themselves ragged trying to keep up with societal pressures.
“We discovered that a spontaneous and unstructured moment of family togetherness is often considered a waste of time – it’s as if Aussies have forgotten about the importance of just spending time together at home”.
IKEA said it aiming to inspire Australian families and champion a strong point of view on family life at home and that this will make people sit up and think about the way they live.
“Our goal is to create a stronger emotional connection betweenAustralians and the IKEA brand through market relevance and understanding our customers. We have chosen to tell the story from a child’s point of view because it is so infrequently heard on the topic of home life – yet our decisions in balancing togetherness with productivity directly affect children’s experience of ‘family’”, added Darley.
30 second and 15 second TV spots of Teddy’s speech will launch across free-to-air and subscription television, and cinema from September 22.
IKEA is also doing an online campaign with a ‘Home of Inspiration’, an online content hub created by Lavender, showcasing editorial style, locally relevant content focused on open plan living.
A magazine and outdoor campaign, created by The Monkeys, will launch in early October.
The new ‘make time for living’ territory will be the overarching idea across all of IKEA’s marketing communications for the next 12 months and will also be integrated throughout all five east coast stores.
A little disappointing from a brand that does some really cool stuff.
While the observation around family time may be true, is it enough to build a campaign on and essentially drive a business benefit back to IKEA? Insert [Telstra, any food brand etc].
As for creating an emotional connection through advertising … http://www.theconsumerpsycholo.....vertising/
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