Recently, the UK has been hit by a Cost-of-Living crisis. But, being the savvy Swedes they are, IKEA isn’t one to dwell on the negative. From flatpacks to energy-saving lighting, it’s in their DNA to think of smart solutions to overcome challenges with ease. So, for this brief, we were challenged to glorify the art of small means to live a rich life. Not only did we want to show a range of smart products, but the real goal was also to inspire our customers to think like us, championing how in times of financial hardship, smart is the new rich.

This concept is held together by our Host, if we fumbled this then the whole thing falls apart. We needed someone naturally likeable, who had that special way of carrying themselves and could play this role in a believable way - with that touch of something iconic. We went through 4 rounds of callbacks but it was Shaq from the moment we saw him. After a more intimate callback we found the character within his range, rather than forcing him into something he wasn’t.

Having only been live for a week we are still to get results but the initial response to the campaign has delivered high positive sentiment across social channels with strong engagement in the films. IKEA has already seen a spike in visits to the retail site that have been directly contributed to the campaign.

REACH:

UK

TV: 64.5% @ 15.2

VOD: 32% @ 4.2/ 48.6m Imps

YT & Teads: 100m Imps / 39.5m @ 2.7

Cinema: 13% @ 1.2; 6.1m admissions

IE

TV: 80% @ 20.1 OTS

VOD: Impressions: 1.4m

OLV Impressions: 9.5m

Adsmart Impressions: 740,000

BRAND PERCEPTION:

IKEA helps me to be savvy at home

IKEA has clever money-saving products and ideas

IKEA offers good value