“Brand new, again.”
Student Work, Campaign for IKEA. Activation + Digital + OOH ads.
Elijah Cumbo (Copywriter, Art Director)
The Problem
Gen Z aren’t shopping in-store at IKEA anymore - they’re shopping elsewhere, online, instead. IKEA wants them back.
InsightGen Z have an affinity for the past. They have access to all the music, movies and media of the last 60 years, and can pick and choose what they identify with. That applies to home decor as well - vintage, mid-century furniture is the new gold standard, and secondhand pickups from places like Value Village, Facebook Marketplace and Kijjiji are something to brag about.
The SolutionWe bring back vintage decor from IKEA’s past, in-store only, and run social ads. We can advertise on Marketplace and Kijjiji, as well as the classic Instagram, Tiktok and Pinterest. We can run OOH ads on transit and near Gen Z hubs. Once people get into the store, they’ll be met with a showroom that feels more like an art gallery, filled with the vintage, limited edition art they covet and can actually bring home.
Google Gemini rendering of a “deadstock” showroom, edited in Photoshop.
OOH ad.
Facebook Marketplace post.
In the 5 minutes I had the ad up on Marketplace, Daniel wanted to buy. Sorry, Daniel!