“Bring home, home.”
Student Work, Campaign for IKEA. Digital Media.
The Brief
The great joy of IKEA is to explore the store, and stumble upon the perfect thing for your home. But, online sales are taking over the field, and younger people aren’t coming into IKEA as much. How do we find a way to bring people back into the store? First Thoughts
Compared to other companies that are suffering from lower in-person sales, IKEA has the great advantage of selling quite literally everything you’d need for your home. More than just selling a lamp, or a frying pan, they’re selling the idea of a house of your own. For young people moving out for the first time, or in a money/time crunch, that’s a huge benefit. But why should they have to go get it themselves? Why not shop online, if the prices are so good anyway?
The Idea
Because it’s your house. The physical IKEA store is the place to go to bring home your concept of a home, maybe for the first time in your life. That blanket doesn’t just look soft, it is soft, because you touched it yourself and found out. Going to IKEA is building your home, your sense of comfort and peace, with items that you know fit your life. It’s becoming an adult, and building your own world. It’s bringing home, a home. In the digital world, fighting back against algrothimcally-induced sameness resonates with people.Ironically, we run digital ads, targeted to 18-26 year olds. Those people who may be moving out for the first time, are being molded by TikTok and Instagram, and want to build a sense of independance. We show an item you can really try out at IKEA, and up the ante. Beds you can try out, sure - but we want beds you can sleep in. Glasses you can drink from, stoves you can cook on. It’s tounge-in-cheek, but it also proves the point - you can come to this store to really see if it’s products are what you want, not what an algrorithm told you.