"Familiarly different"
With the launch of its new catalog, the furniture retailer «Come to Sweden» is inviting customers to visit IKEA. Unikat is producing the print ads, TV and radio spots, and the Swedish passports.
Furniture retailer "Come to Sweden" is Ikea's invitation to customers for the launch of the new catalog. The advertisements, TV and radio spots and
produces the Swedish passports Unikat.
countries are particularly popular as promotional platforms in the food retail sector. Even if these temporary promotions are usually limited to an extended and cheaper range and a few recipes, they are appreciated by both consumers and sales staff because of the more personal approach.Ikea's stores also have food departments. Much more than these, the furniture and, above all, the business philosophy practiced here create a link to the country of origin. The campaign for the launch of the new catalog is also based on the sympathy of the Swiss for the Scandinavian country: While Ikea thanked the Swiss for their many years of hospitality with an original commercial and several prize promotions for last year's "30 years of Ikea Switzerland" anniversary, this year they are going one better.
Invitation to Sweden
For the new financial year, which starts in September with the launch of the new catalog, the company is inviting the Swiss population to Sweden. "This is a national campaign that we are using to give the Ikea brand additional momentum at the start of the year," explains Carlos Friedrich, Head of Marketing at Ikea.
The new Ikea catalog and the 20-minute ad are intended to publicize the passport campaign. The home furnishings retailer's most important advertising medium should also attract the attention of the missing half a million households. Carlos Friedrich and advertising manager Beat Fingerhuth entrusted this difficult task to the Zurich agency Unikum, which succeeded in creating a quirky realization.
3.2 million fake passports
In keeping with the Ikea mission statement - "Why thinking differently makes many things possible" - the creative team developed the simplified
Naturalization for Swiss men and women, with which over
3.2 million fake Swedish passports issued for the doctoral period
are provided. They find their way to the new citizens by means of inserts, newspaper stickers, Ikea family mailings and catalogs. Biometric data has been generously omitted. Instead, the passport includes participation in competitions, Swedish bargains and information about promotions and events taking place in the six Swedish enclaves, explains CD Daniel Meier. Together with consultant Jan Maurer and copywriter Christoph Hess, he has created additional advertising material to accompany the passports. "We naturally shot the grotesquely amusing TV commercial in Sweden," says Meier wittily. In it, a family roams the idyllic Swedish countryside shopping for furniture.
natural landscapes and steps through a peculiar electric sliding door into the "open air" - onto the Ikea parking lot in Switzerland. The stores in Spreitenbach, Dietlikon, Pratteln, Lyssach, Aubonne and Grancia are designed to convey this lifestyle in its purest form. In addition to radio spots
The numerous POS measures in particular contribute to this. Every day, customers are introduced to a different furnishing theme from a Swedish perspective.
Unusual advertising ideas
The passport entry from September 6 contains a witty explanation for the Swedes' affinity for decorating: "Here in Sweden, women were already wearing the pants when the men were still sailing the seas in Viking ships. And because it was usually cold outside, they specialized in making the home cosy."
In addition, original competitions are designed to convert the increased visitor frequency into increased sales volumes. Anyone who buys a double bed mattress on the Family & Child theme day and has a baby seven to 13 months later will receive a free crib from Ikea. Is this also a Swedish tradition or a typical Ikea gag? The fact is that Ikea's success is not only based on low storage and transportation costs, the tricky do-it-yourself construction and the price orientation of the design. The unusual advertising ideas are likely to have contributed to the growth in sales (which have doubled in less than eight years to over 550 million Swiss francs). The campaign's new claim aims to take account of this different approach: 'Familiarly different' is intended to reinforce the Ikea spirit both internally and externally across the various advertising activities.
An oasis for the sleepless societyEquipped with an international Isopublic study, the new Ikea catalog is dedicated to the main topic of sleep. Across countries, the average person sleeps 7 hours and 6 minutes, with younger people and women sleeping longer and older people and men sleeping less. 36% are getting less sleep today than five years ago. However, this does not mean that the bedroom is used less: Other purposes include reading/studying (50%), romance (47%), relaxing during the day (43%) and entertainment such as TV and music (40%).
The "romance" category plays an important role. While in Iceland 72% are intimate in the bedroom, in China it is only 20%. Typical for Swiss bedrooms are latex mattresses and accessories, but not too colorful, after all, we would perceive this room as a personal oasis and island of romance, according to the study. (la)
Shot in Sweden, the grotesquely amusing Ikea TV commercial is intended to convey pure Swedish lifestyle.
Luca Aloisi
produces the Swedish passports Unikat.
countries are particularly popular as promotional platforms in the food retail sector. Even if these temporary promotions are usually limited to an extended and cheaper range and a few recipes, they are appreciated by both consumers and sales staff because of the more personal approach.Ikea's stores also have food departments. Much more than these, the furniture and, above all, the business philosophy practiced here create a link to the country of origin. The campaign for the launch of the new catalog is also based on the sympathy of the Swiss for the Scandinavian country: While Ikea thanked the Swiss for their many years of hospitality with an original commercial and several prize promotions for last year's "30 years of Ikea Switzerland" anniversary, this year they are going one better.
Invitation to Sweden
For the new financial year, which starts in September with the launch of the new catalog, the company is inviting the Swiss population to Sweden. "This is a national campaign that we are using to give the Ikea brand additional momentum at the start of the year," explains Carlos Friedrich, Head of Marketing at Ikea.
The new Ikea catalog and the 20-minute ad are intended to publicize the passport campaign. The home furnishings retailer's most important advertising medium should also attract the attention of the missing half a million households. Carlos Friedrich and advertising manager Beat Fingerhuth entrusted this difficult task to the Zurich agency Unikum, which succeeded in creating a quirky realization.
3.2 million fake passports
In keeping with the Ikea mission statement - "Why thinking differently makes many things possible" - the creative team developed the simplified
Naturalization for Swiss men and women, with which over
3.2 million fake Swedish passports issued for the doctoral period
are provided. They find their way to the new citizens by means of inserts, newspaper stickers, Ikea family mailings and catalogs. Biometric data has been generously omitted. Instead, the passport includes participation in competitions, Swedish bargains and information about promotions and events taking place in the six Swedish enclaves, explains CD Daniel Meier. Together with consultant Jan Maurer and copywriter Christoph Hess, he has created additional advertising material to accompany the passports. "We naturally shot the grotesquely amusing TV commercial in Sweden," says Meier wittily. In it, a family roams the idyllic Swedish countryside shopping for furniture.
natural landscapes and steps through a peculiar electric sliding door into the "open air" - onto the Ikea parking lot in Switzerland. The stores in Spreitenbach, Dietlikon, Pratteln, Lyssach, Aubonne and Grancia are designed to convey this lifestyle in its purest form. In addition to radio spots
The numerous POS measures in particular contribute to this. Every day, customers are introduced to a different furnishing theme from a Swedish perspective.
Unusual advertising ideas
The passport entry from September 6 contains a witty explanation for the Swedes' affinity for decorating: "Here in Sweden, women were already wearing the pants when the men were still sailing the seas in Viking ships. And because it was usually cold outside, they specialized in making the home cosy."
In addition, original competitions are designed to convert the increased visitor frequency into increased sales volumes. Anyone who buys a double bed mattress on the Family & Child theme day and has a baby seven to 13 months later will receive a free crib from Ikea. Is this also a Swedish tradition or a typical Ikea gag? The fact is that Ikea's success is not only based on low storage and transportation costs, the tricky do-it-yourself construction and the price orientation of the design. The unusual advertising ideas are likely to have contributed to the growth in sales (which have doubled in less than eight years to over 550 million Swiss francs). The campaign's new claim aims to take account of this different approach: 'Familiarly different' is intended to reinforce the Ikea spirit both internally and externally across the various advertising activities.
An oasis for the sleepless societyEquipped with an international Isopublic study, the new Ikea catalog is dedicated to the main topic of sleep. Across countries, the average person sleeps 7 hours and 6 minutes, with younger people and women sleeping longer and older people and men sleeping less. 36% are getting less sleep today than five years ago. However, this does not mean that the bedroom is used less: Other purposes include reading/studying (50%), romance (47%), relaxing during the day (43%) and entertainment such as TV and music (40%).
The "romance" category plays an important role. While in Iceland 72% are intimate in the bedroom, in China it is only 20%. Typical for Swiss bedrooms are latex mattresses and accessories, but not too colorful, after all, we would perceive this room as a personal oasis and island of romance, according to the study. (la)
Shot in Sweden, the grotesquely amusing Ikea TV commercial is intended to convey pure Swedish lifestyle.
Luca Aloisi
