We elevated the conversation from the living room to how people live in that room and to the emotions that they experience.
Reason
The fragmentation of the home furniture market, together with the growth in e-commerce, made it increasingly difficult for IKEA to gain the attention of consumers. The Swedish retailer was seen as a rational choice, while emotional categories such as living room furniture were more often bought elsewhere.
Emotion
We created five films in which IKEA products were not the hero but the enabler in making reality more inspiring, fun and enjoyable. The entire campaign lasted more than a year and was spread throughout the entire marketing mix. In a market that is almost flat and with fierce (online) competition, IKEA managed to stop the strong decline in turnover and grow its living room range and therefore its market share. Finally, the campaign was awarded both with a Grand Prix in Film at the Create Belgium Awards as well as with a bronze Effie Award.