Ikea is one of Sweden’s most loved brands, but over the years the market penetration has decreased. With a huge product range it’s easy to think that Ikea is peoples´ first choice. But being a generalist has its downsides. Ikea can’t communicate enough (SoV) in all product categories, compared with specialists. The specialist reframe how people perceives Ikea's products. Buying a bed from a specialist perceives as a better and more relevant choice. Because of that people tend to like the brand more than the products.The brief: Come up with a concept that make Ikea more relevant and to turn the weak spot (generalist) to something positive and drive product liking. It also needed to handle all communications needs (product range/media) Ikea has. The objective was to drive preference/product liking because there was a huge correlation between those two metrics and long term visit/sales.

We launched the concept 'Where life happens 2018' to show that Ikea’s products can help solve or improve all kinds of emotional everyday problems. Whatever the problem. Through this integrated campaign, we did everything from creating an ad that was a fully functional pregnancy test promoting baby cribs, to show family situations far beyond what you’re used to see in advertising. A child trying to get attention from his absent father, a teenage party out of control saved by understanding parents and a man visiting and reaching his demented mother. And we created boring TrueView ads, so boring they became irresistible to watch and more (please see case film). We proved that Ikea is where life happens and that it’s life in itself that is our biggest source of inspiration.