Ingka Group, the largest IKEA retailer, has kicked off the launch of its first ever global marketing campaign with a campaign entitled “Do Try This at Home”.
This is the first expression of the new creative idea, called “Home can do it”, that aims to show people that with IKEA, home can be an affordable driver of happiness, even amidst the cost-of-living crisis.
Ingka Group is making big investments to lower prices and the campaign demonstrates the organisation’s commitment to supporting consumers facing tough economic challenges this year.
The campaign approach is founded on the Life at Home Report by IKEA (Life at Home Report 2023), showing that 60% of people feel positive about current life at home and 52% say home is their favourite place to be but 40% worry about household finances and disposable income.
“This campaign represents another step, supporting our customers with inspiration on how home can enable their passions, where they can begin to push the boundaries in an affordable way,” says Licca Li, Growth & Marketing Manager (Ingka Group).
“We believe that home is more than just a place to eat and sleep – it’s a place where you can unleash your creativity and have fun” says Tolga Öncü, Ingka Retail Manager (Ingka Group). “That’s why we created ‘Do Try This at Home’, a campaign that shows you how affordable ideas for home can empower you. No matter your style, budget or space, you can find inspiration and tips on how home can be a place that supports your passions. Join us and discover how ‘Home can do it’”.
The campaign comprises a series of vignettes highlighting how IKEA supports people’s passion and purpose through their home. Portraying a range of consumers benefiting from IKEA’s empowerment philosophy, they show an older adult gamer, enabled by his gaming furniture set up and a teenage girl performing a concert with her guitar on her bed as her friends listen on their headphones, so they don’t disturb the neighbors.
The campaign narrative uses a series of different taglines tied to encourage people to try new things within the comfort of their home with calls to action like “Do try ignoring the recipe at home”, “Do try mischief at home”, and “Do try showing off at home”.
The global marketing campaign brings to life the IKEA vision of creating a better everyday life for the many people, emotionally connecting with people regardless of culture, living situation or age with a consistent voice to side with the many.
The campaign will begin to launch in February with various campaign dates for each of Ingka Group’s 31 markets.
