It's that affordable
IKEA is known world over for its low-cost beautiful Swedish designs. But people sometimes forget just how low-cost it is. So IKEA asked the agency to create a campaign to boost sales of its special offers with a point to prove: How to convince the general public that prices already perceived as low got even better? They wanted a campaign that was simple, visually striking and flexible enough to be used in several different touch points; something that could blend together design and affordability in a fresh new way.
Have you ever thought about how much you spend on coffee every week? IKEA has. And to promote IKEA’s special offers sales we came up with a campaign that reminds people that beautiful Swedish design is as affordable as the least expensive things in their daily lives. So we changed the value of furniture and put IKEA’s products right amongst those things. Instead of money, we used coffees, toothpastes, soda cans, stamps, pizza boxes and postcards as a visually striking new currency. A simple change that changed people’s perceptions. And made them see IKEA’s affordability in a whole new way.
The campaign helped anchor IKEA’s affordability value, without screaming it. That’s what IKEA is: simple and smart. By defining the least expensive things in life as a currency, IKEA changed the way people perceived its offers, making the consumers question their spending