Brand Tracker

Welcome to the automated Brand Tracker diaries.

United Kingdom

IKEA explores ‘love at first wardrobe’ in a ‘dating show’

Brand: IKEA

Campaign: Storage is Sexy

Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/ikea-explora-amor-primer-armario-nuevo-singular-dating-show

Goal: To promote IKEA's storage solutions through a dating show format

Claim: Storage is Sexy

Media: YouTube

Summary: IKEA has launched a dating show in the UK where participants explore potential romantic partners by viewing their wardrobes. Titled 'Storage is Sexy', the show features contestants choosing dates based on how their IKEA wardrobes are organized. The campaign is produced by Mother, which has been IKEA's creative agency in the UK since 2010.

Italy

Ikea tells the story of accessible design with ‘Smart also in price’, the new campaign by Ogilvy

Brand: IKEA

Campaign: Smart anche nel prezzo

Source: https://brand-news.it/brand/casa/arredamento/ikea-racconta-il-design-accessibile-con-smart-anche-nel-prezzo-la-nuova-campagna-firmata-ogilvy/

Goal: Show that saving does not mean sacrificing quality.

Claim: Smart also in price

Media: Online, social media, video on demand, radio

Summary: Ikea's new campaign 'Smart anche nel prezzo', created by Ogilvy, emphasizes accessible design as a result of intelligent planning rather than just price reduction. The campaign targets the needs of Italian consumers who are becoming more budget-conscious, promoting the idea that quality and functionality can coexist at affordable prices. The campaign will roll out across various media channels including online platforms and radio, and will feature influencer collaborations starting November 2.

affordable design IKEA quality sustainability

France

IKEA and Buzzman Offer a View from the Storage Spaces

Brand: IKEA

Campaign: New Storage Products Campaign

Source: https://www.cbnews.fr/creation/ikea-buzzman-offrent-point-vue-les-rangements

Goal: Promote reduced-price storage products

Claim: Get organized and save money

Media: Streaming sponsorships

Summary: IKEA has launched a new campaign with Buzzman to promote a range of discounted storage products. The campaign features five 15 to 20-second films that provide a unique perspective filmed from within storage spaces like closets and bookshelves. The campaign aims to showcase diversity in different scenarios and homes. Starting from September 1st, the films will be accompanied by sponsorships on streaming platforms related to popular TV programs.

advertising Buzzman IKEA Marketing Campaign storage solutions

Sweden

Åkestam Holst Named Best Independent Agency in Europe

Brand: IKEA

Campaign: Where Life Happens

Source: https://www.resume.se/marknadsforing/tavling/akestam-ar-europas-basta-independent-byra/

Goal: To promote IKEA's brand and relevance in everyday life

Summary: Åkestam Holst was named the best independent agency in Europe at the Gerety Awards, winning gold and silver for IKEA's 'Where Life Happens' campaign, and additional awards for Pressbyrån's 'Behind the Logo'. The Gerety Awards recognize innovative advertising across various categories without traditional distinctions in media.

advertising awards IKEA independent agency marketing

Global

Ikea brings Kallax shelving unit to Skyrim as a character solving a real storage problem

Brand: IKEA

Campaign: Kallax Storageborn

Source: https://brand-news.it/brand/casa/arredamento/ikea-porta-in-skyrim-lo-scaffale-kallax-trasformato-in-personaggio-che-risolve-un-problema-reale-di-archiviazione/

Goal: To provide gamers with a storage solution within 'Skyrim'

Claim: Infinite inventory capacity for gamers

Media: Video game integration

Summary: Ikea has launched a campaign called 'Kallax Storageborn' in collaboration with Mother and Kinggath Creations, transforming their Kallax shelving unit into a character in 'The Elder Scrolls V: Skyrim'. This character addresses inventory management issues within the game, offering gamers unlimited inventory capacity and instant home organization mechanics, tapping into Ikea's expertise in home organization. The activation serves as a solution to a long-standing debate among players about storage challenges in the game.

gaming IKEA organizing solutions Skyrim

United Arab Emirates

Ikea and Duolingo Unveil the Secrets of Pronouncing Swedish Products and International Luxury Brands

Brand: IKEA

Campaign: The Swedish Test

Source: https://brand-news.it/brand/casa/arredamento/ikea-e-duolingo-svelano-i-segreti-della-pronuncia-di-prodotti-svedesi-e-dei-marchi-di-lusso-internazionali/

Goal: Engage users by challenging their pronunciation of Ikea products

Media: TikTok

Summary: Al-Futtaim, managing the Swedish retailer in the UAE, launched 'The Swedish Test' campaign with Ogilvy Amsterdam on TikTok to challenge users' pronunciation of Ikea products and teach them some Swedish words. The campaign aims to engage users for longer durations and addresses the notoriously difficult-to-pronounce names of Ikea products, building on previous promotional efforts to dissect these names.

IKEA Ogilvy pronunciation challenge TikTok

Global

Ikea and Xbox bring the gaming universe to home decor with the Yxstaby collection

Brand: IKEA

Campaign: Yxstaby Collection

Source: https://www.reasonwhy.es/actualidad/ikea-xbox-universo-gaming-decoracion-hogar-coleccion-yxstaby

Goal: Integrate gaming into home decor

Summary: Ikea and Xbox have launched the Yxstaby collection, which combines the gaming universe with home decoration, aiming to enhance the living space for gamers.

gaming Home Decor IKEA Xbox

United Arab Emirates

IKEA UAE puts Swedish pronunciation to the test on TikTok

Brand: IKEA

Campaign: Swedish Test

Source: https://campaignme.com/ikea-uae-puts-swedish-pronunciation-to-the-test-on-tiktok/

Goal: Engage consumers through a fun pronunciation challenge

Claim: Test your pronunciation of IKEA names

Media: TikTok

Summary: IKEA UAE launched the Swedish Test as a part of its Back-to-School campaign, challenging TikTok users to pronounce various product names. The campaign allows participants to use a filter for testing their pronunciation and engage with the hashtag IKEASwedishTest, with a chance to win gift cards for correct pronunciations. This interactive format builds on popular social media challenges and underscores IKEA's unique Swedish naming system, providing fun and connection for families during the busy back-to-school season.

back-to-school IKEA Swedish Pronunciation TikTok Challenge

Sweden

Boxes Placed in the City in Ikea’s Storage Campaign

Brand: IKEA

Campaign: Tidy billboards

Source: https://www.resume.se/marknadsforing/kampanj/ikea-avslojar-hemligheten-bakom-ett-stadat-hem/

Goal: Highlight storage solutions

Claim: Both sides of the story

Media: Outdoor advertising, social media

Summary: Ikea focuses on its storage solution 'Samla' in an outdoor campaign by Åkestam Holst. The campaign features billboards that present a decluttered home on the front and reveal the secret of hidden belongings in boxes on the back. The aim is to show both sides of living with clutter, emphasizing Ikea's understanding of real life.

IKEA outdoor advertising storage solutions

Sweden

Ikea Sweden’s New Campaign: How to Bring Order Back to Homes

Brand: IKEA

Campaign: null

Source: https://www.marketingmagazin.si/aktualno/social-media/11976/vaseline-je-postal-baseline-kako-je-en-tiktok-cez-noc-preimenoval-150-letno-znamko/novice

Goal: To showcase how to organize homes

Media: outdoor advertising

Summary: Ikea Sweden's new outdoor campaign highlights how to bring order back to homes, addressing the common issue of disorganization.

advertising home organization IKEA

Sweden

They are hiring Marketing Magazine, SPAR, Celtra, EQUA, the American Embassy, and others – Marketing Magazine

Brand: IKEA

Campaign: null

Source: https://www.marketingmagazin.si/dmt/delovna-mesta-tedna/11978/zaposlujejo-marketing-magazin-spar-celtra-equa-amerisko-veleposlanistvo-in-drugi/novice

Goal: To show how to organize a home

Media: Outdoor

Summary: Ikea Sweden's new outdoor campaign demonstrates how to organize a home, literally showcasing various solutions to declutter living spaces.

campaign home organization IKEA

Belgium

On September 5th, Pay at IKEA with a Lost Sock

Brand: IKEA

Campaign: Pay with a Lost Sock at IKEA

Source: https://pub.be/fr/le-5-septembre-payez-chez-ikea-avec-une-chaussette-orpheline/

Goal: Promote a unique payment option

Claim: Pay with a lost sock

Summary: On September 5th, customers at IKEA will have the opportunity to pay for their purchases using a lost sock, in a unique promotional campaign aimed at engaging customers in a playful manner.

IKEA payment innovation promotional campaign

Germany

At Nuremberg Central Station: Ikea opens first pop-up store with Deutsche Bahn

Brand: IKEA

Campaign: Pop-up Store Opening

Source: https://www.horizont.net/marketing/nachrichten/im-nuernberger-hauptbahnhof-ikea-eroeffnet-erstmalspop-up-store-bei-der-deutschen-bahn-235493

Goal: To enhance brand presence and accessibility

Summary: Ikea has opened its first pop-up store at Nuremberg Central Station in collaboration with Deutsche Bahn. This initiative aims to increase brand visibility and provide convenient shopping options for customers on the go.

Deutsche Bahn IKEA pop-up store

Slovenia

Ljubljana has a new address for good stories

Brand: IKEA

Campaign: Let’s Relax

Source: https://www.marketingmagazin.si/aktualno/novice/11863/ljubljana-ima-nov-naslov-za-dobre-zgodbe/novice

Goal: Highlight the habit of food photography and sharing on social media

Claim: Let's Relax

Summary: Nearly ten years ago, IKEA launched the 'Let's Relax' campaign to draw attention to the rapidly growing trend of photographing food and sharing meals on social media.

food photography IKEA marketing social media

Slovenia

Top 100 Creative Directors in the Region: Among Them are 24 Slovenians – Marketing Magazine

Brand: IKEA

Campaign: Let’s Relax

Source: https://www.marketingmagazin.si/aktualno/novice/11931/top-100-kreativnih-direktorjev-v-regiji-med-njimi-kar-24-slovencev/novice

Goal: Raise awareness about food photography habits

Media: Social media

Summary: Nearly ten years ago, IKEA launched the 'Let’s Relax' campaign to highlight the growing trend of photographing food and sharing meals on social media.

food photography IKEA social media

Slovenia

What Remains Unsaid in Marketing?

Brand: IKEA

Campaign: Let’s Relax

Source: https://www.marketingmagazin.si/aktualno/mmarketing/11924/kaj-v-marketingu-ostaja-neizreceno/novice

Goal: Raise awareness about food photography habits

Claim: Let's Relax

Media: Social media

Summary: Nearly a decade ago, IKEA's campaign 'Let's Relax' highlighted the growing trend of photographing food and sharing meals on social media.

food photography IKEA social media

Slovenia

Ten Years Ago, IKEA Predicted a Problem We Still Know – Marketing Magazine

Brand: IKEA

Campaign: Let’s Relax

Source: https://www.marketingmagazin.si/aktualno/mmarketing/11930/pred-desetimi-leti-je-ikea-napovedala-tezavo-ki-jo-se-vedno-poznamo/novice

Goal: Highlight a growing habit

Claim: N/A

Media: Social media

Summary: Nearly ten years ago, IKEA launched the 'Let's Relax' campaign to draw attention to the emerging trend of photographing food and sharing meals on social media.

campaign food IKEA photography social media

Ikea sells sofas, candles, or towels to create World Cup flags and celebrate home

Brand: IKEA

Campaign: World Cup Celebration

Source: https://www.reasonwhy.es/actualidad/ikea-canada-crea-banderas-mundial-productos

Goal: Celebrate the World Cup at home

Summary: Ikea is promoting home products like sofas, candles, and towels to create flags for the World Cup, enhancing the festive atmosphere at home.

Home Decor IKEA World Cup

Japan

What Comes After the Absolute Champion AB InBev? Considering the ‘Face’ of Cannes Lions 2027

Brand: IKEA

Campaign: Made for life

Source: https://www.advertimes.com/20260728/article551869/

Goal: To create emotional narratives that resonate with customers

Media: Film

Summary: The article discusses IKEA's successful advertising campaign 'Made for life', which won a Gold award in the Film category at the Cannes Lions. It highlights the campaign's deep emotional themes and storytelling, showcasing the challenges faced by couples and families, thereby reinforcing IKEA's brand identity in a heartfelt manner. The article also hints at potential future competitors for AB InBev and IKEA's strong standing in recent awards.

advertising Cannes Lions emotional storytelling IKEA

Belgium

From POÄNG to BLÅHAJ: IKEA clarifies pronunciation

Brand: IKEA

Campaign: Pronunciation clarification

Source: https://pub.be/fr/de-poang-a-blahaj-ikea-leve-le-doute-sur-la-prononciation/

Goal: Clarify pronunciation of product names

Summary: IKEA addresses the confusion surrounding the pronunciation of its product names, specifically POÄNG and BLÅHAJ, in a new communication effort.

IKEA marketing pronunciation