IKEA is known not only for delivering functional and stylish furniture and home accessories, but also for highly creative marketing. The new campaign will focus on bringing order to home spaces. This will be presented through 15 advertising spots.

A better thought-out home, according to IKEA

"A better thought-out home" is the platform through which IKEA wants to build long-term communication in Poland. The brand also aims to place greater emphasis on openness in its communication with customers. IKEA will present more than a dozen advertising spots, whose themes will revolve around arranging and organising space.

“The new slogan refers directly to the long-term communication strategy we are launching in order to talk about our solutions for a better home. This year we want to say that a better home is one where there is order and good organisation, but tailored to us. It is a home where we are ourselves, where we feel good, because we are surrounded by objects that are not accidental. And most importantly, the 'ideal' home does not have to be ideal, it has to be for us. In our IKEA Life at Home 2022 study, as many as 79% of Poles pointed to the home as a source of frustration, especially because of clutter and a lack of storage space. That is why, in the first instalment of the new format of communication with customers, which will stay with us for years to come, IKEA will share expert solutions in the area of smart storage." – says Katarzyna Piwowarczyk, Marketing Director at IKEA Retail in Poland.

Hey! IKEA

The phrase "Hey! IKEA" will now regularly appear in the brand's communication channels.

“In our new communication we will always start with Hey! in order to open a conversation with the customer. Thanks to this, the knowledge and experience of our employees will help find a solution to every, but absolutely every problem related to furnishing and, more broadly, a better life at home. Our Hey! IKEA is meant to be for everyone what Hey is for Siri or Hi! for Google, except in the area of organising and furnishing friendly home spaces. What is more, for the first time in the brand's history, we want to show that shopping in IKEA stores is a pleasant time, where you can try out various home solutions, ask for advice, use the children's play area and eat a tasty, healthy lunch, take the products you have bought home straight away and end the visit with the legendary hot dog." – explains Katarzyna Piwowarczyk.

Katarzyna Warchał, Managing Director of IKEA Purchasing for Central Europe, emphasises IKEA's cooperation with Poland as crucial to the company's success. She explains that one in five products sold in IKEA stores worldwide comes from Poland. In addition, nearly 100,000 people work in Poland to support IKEA's growth and create products such as the STRANDMON armchair, the HEMNES chest of drawers or the IVAR shelving unit. She also adds that 5.5 million homes in Poland are furnished with IKEA products and that the company will highlight this relationship in its new adverts.

IKEA will present its new campaign in the media

IKEA will present its new campaign in the media

The launch of the promotional campaign for the "A better thought-out home" project and the implementation of IKEA's new communication approach are planned for the beginning of September. The brand's presence will be noticeable across various media, both traditional and digital.

The director of the TV spots is Krzysztof Grajper, while the creative concept of the campaign is handled by the agency VMLY&R. Agencies WALK CREATIVE and LOYALTY POINT also helped prepare the campaign. Video production was handled by the production company SPOKÓJ, while media planning and buying were entrusted to WAVEMAKER. PR communication is handled by GARDEN OF WORDS.

IKEA positioning and format – a new communication strategy

About IKEA:

IKEA is a world-famous Swedish company that designs and sells flat-pack furniture, kitchen equipment and home accessories. The company was founded in 1943 by Ingvar Kamprad and is currently one of the world's largest furniture retailers. The name "IKEA" is an acronym made up of the initials of the founder's first and last name (Ingvar Kamprad), the name of the farm where he grew up (Elmtaryd) and his hometown (Agunnaryd).

 

 

 

Summary

IKEA is launching a new, long-term communication strategy in Poland under the slogan "A better thought-out home." As part of the campaign, which will launch in September, the brand will show 15 advertising spots devoted to organising space and smart storage solutions. It will be accompanied by the new phrase "Hey! IKEA," opening a conversation with customers and referencing voice assistants such as Hey for Siri.

IKEA also emphasises its Polish roots – one in five products sold worldwide comes from Poland, and nearly 100,000 people in the country are connected with the brand. Importantly, 79% of Poles pointed to the home as a source of frustration, mainly because of clutter.