Ikea shifts marketing strategy to focus on product innovation rather than rooms

Centred around its ‘magic’ blue bag, the ads have been designed to showcase the scale of Ikea’s new products and how each can improve the everyday lives of homeowners.

Ikea is shifing its marketing strategy, moving away from its traditional focus on rooms to instead put the spotlight on product innovation and showcase how the addition of just a few new things can transform the home.

The ‘New Wonders Can Come Out of the Blue’ campaign, created by Mother, kicks off this week. The first TV spot, ‘Spinning Cups’, features three elderly ladies having their weekly get together before things get a bit wild.

Centred around its blue Frakta bag – a symbol of “newness” – three 20-second ads depict a range of living situations that have been designed to showcase the scale of Ikea’s new products and how each can improve the everyday lives of homeowners.

The Swedish retailer says the new creative and strategic approach is in response to changing shopper behaviours – especially as the delivery of the physical catalogue gives way to a more digital retail experience.

As such, Ikea has revamped its ‘New At IKEA’ hub on the UK website, which will feature all of the latest collections and will be updated every time new products enter the range. It will also showcase inspirational content to show how new and existing products can be incorporated into real-life homes.

“When it comes to revamping your home, you don’t always need a complete style overhaul. In fact, it’s often the little new things that can make all the difference,” says Laurent Tiersen, Ikea UK and Ireland marketing manager.

“At Ikea, we believe that even just one small new change transforms our everyday lives at home in wonderfully unexpected ways. All it takes is a little bit of imagination and inspiration – and from our humble Fraktabag, new wonders can come out of the blue.”

Ikea is using its UK arm to act as a global test for the brand to better explore the potential of non-physical marketing in an effort to drive better brand association and visitation and encourage a wider interest in home furnishings.

The campaign will air across TV and in cinemas in the UK and Ireland until October 2018, while wider communications around ‘newness’ at Ikea will continue across all other channels for the following 12 months.

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