IKEA wants to highlight its new costs and products within its kitchen and bathroom lineups.
The new “Coming Home” campaign’s aim is to demonstrate that IKEA’s products fit into the real lives of its customers, through a focus on the brand’s low costs, functionality and versatility. It revolves around how quiet the brand’s drawers and cabinets can be when you need to open them late at night.
The campaign’s main video depicts a young woman returning home from a night out and tiptoeing in to avoid waking her grandmother, 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 opening 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,” Jonelle Ricketts, head of marketing at IKEA Canada, tells strategy.
Ricketts says the brand is aiming to underscore the $80 million investment it made in January to support price reductions on more than 1,500 products within several of its kitchen ranges. Lower pricing is one of IKEA’s major aims this year to differentiate itself from the competition, she adds.
The campaign also builds on the brand’s “Bring Home to Life” platform, which centers on telling stories about people who transform their homes with furniture and décor from the brand. It is also a continuation of IKEA’s “Making a Life” campaign, which launched two years ago. Ricketts 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 multi-generational family through ‘Coming Home‘ is a new way of celebrating the diverse lives of many Canadians,” she says.
Another key goal for the brand this year is to increase visits both in-store and online. Therefore, the team has developed a media plan for its newest campaign that’s focused on Pinterest and TikTok, where users tend to be more engaged, Ricketts says. They have also prioritized 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,” she says.
The campaign will also be supported by digital ads and OOH visuals that will feature dream kitchens and bathrooms alongside the real-life moments that take place in them.
Rethink handles creative, with Carat in charge of the media buy.
