IKEA – MADE FOR LIFE

KER) Made for life THE SOCIAL BEHAVIOUR: In Norway, consumers expect honesty from brands. Polished, aspirational advertising often falls flat in a culture that values realism and emotional truth. With this campaign, IKEA leaned into the emotional meaning behind the fact that nearly every Norwegian home is full of IKEA products. The truth is that IKEA is Tot just part of peoples’ homes - they're part of people's lives. THE IDEA & EXECUTION Ina series of print ads, we portrayed real and honest moments in people's lives, telling each story from one IKEA product to another. The iconic IKEA price tags were used, not as hard sells, but as emotional anchors. By letting the story wander visually from one product to another, the campaign revealed that IKEA products are Not just affordable items, but a natural part of people's lives. THE RESULTS The overall "Made for Life” campaign drove all-time high visitation across all channels and sales were up 15 percent year- con-year. Brand Desire — IKEA most important brand health KPI had an astonishing 20% increase. "Moving. Raw. Relatable. Emotional. Honest. And dare I fucking say: Human.” Linked fi "It packs emotions and produc touching portrayals of people's lives” aaN CONTAGIOUS. ”One of those rare retail campaigns that stops you in your trac! Bethink P 19 by 00 early, butihihanether of ther daPearost aw Maye I's Super titan to eavelt out, Di _ i