This is a really clever campaign that has been launched in the last few weeks by Ikea. I saw the TV advert first, and immediately liked the thinking that had gone behind it. The line that they are using is that home is “more than a roof over your head”, this is something that people can sympathise with, and strikes a chord with everyone.
The website is based on a very simple, yet fantastic idea; instead of putting signs up to say your house is for sale, you create one that shows that your not going anywhere. This is one that at the moment is one that has mainly taken off in London, where estate agents frequently contact homeowners on the most saleable streets. Whilst on the surface it doesn’t advertise Ikea’s products, it does sell the idea that ikea can help you transform a building into a home.
I can’t seam to find a copy of the advert online, but one thing I remember is it’s clever use of motion type. It also used words such as “Is your house perfect? Or is it real, and still perfect?” This is a campaign that appears on the surface to have a lot of potential and I look forward to see how this works out.
1 comment:
This sounds like a nice idea, it works well with the situation you described in london but I'm not sure how well it would work in other areas where estate agents aren't so pushy. But it creates a link between homeowners happy to stay in their houses and Ikea, which is good for the brand and as you said it would be nice to see how the campaign works out and I imagine that if I saw one of the signs (and could remember the web address) I would look it up.
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