"Do we know each other in business?" How Gestalten beats the drum for Ikea
To promote IKEA's business offerings, Gestalten has developed a campaign designed to clearly demonstrate, in a simple way, that the furniture retailer is the right choice not only for private households.
In an evaluation process, Gestalten came out on top against competitors with a strong poster campaign for Ikea. The subjects are intended to show that Ikea for Business is the perfect partner for business customers.
Ikea recognized years ago that the needs of business customers are different from those of private individuals. With Ikea for Business, offers were gradually created for companies and the self-employed to cover this customer segment. Today, Ikea presents itself as a partner for furnishing business premises such as offices, stores and restaurants.
Making this known to the public and increasing awareness of Ikea for Business is also the primary objective of the campaign that Ikea is launching in Switzerland in November 2023. An agency evaluation was carried out for the development, in which the creatives from Binz in Zurich prevailed with their striking idea. "It was clear to us from the outset that we had to find a simple and concise symbolism that would be quickly understood on billboards and other media," says Flora Frommelt (Head of Creation at the Gestalten agency), explaining the concept.
These days, the campaign's visuals can be seen throughout Switzerland in the form of posters, digital boards, advertisements and on social media, making them unmistakable: Ikea is just as at home in the business world as it is in all private spaces.
