Ikea ads home in on soul objective

Ikea is launching a campaign based on questioning people’s feelings about the idea of “home”. The furniture retailer claims it is encouraging people to think about whether they feel they live in a house or a home.

The retailer says the campaign, which has been created by Beattie McGuinness Bungay, is a reaction against the idea that a house is simply an investment and is based on an “Ikea manifesto” and belief that a home’s soul is not for sale.

The manifesto and campaign is being supported by a website – notgoinganywhere. co.uk. Visitors can download symbolic “Not For Sale” signs to post outside their homes to stop approaches from estate agents.

The company has also commissioned the “Ikea Home Truths Report”, one of the biggest home studies conducted by research company Henley Centre Highlight Vision. The study claims that the home says more about a person than their fashion, job or car. It also found most people live in towns yet want to live in the country.

The TV ad breaks on Saturday during The X-Factor and will be accompanied by cinema, radio, outdoor, website, in-store and PR work.

Ikea UK marketing manager Anna Crona says the campaign is a “strategic step forward” for the brand. “It marks commitment to putting the heart back into the home and serves as our manifesto for the future.”

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