To help Ikea on its mission to ensure customers feel safe, happy, and ready for anything in their homes, the Swedish retailer has enlisted the help of creative agency, Mother, and some super hench bears.
‘Every home should be a haven’ highlights the importance of feeling content in your place of residence and having the space that you need to combat life's stresses – all with the help of the retailer’s product range.
However, the challenges of everyday life can sometimes get in the way, and the spot sees a father and daughter’s quality time being protected by some gym-going larger than life cuddly toys who will do everything in their power to make sure the family gets to enjoy a fun evening at home without interruptions.
“As the foundation of our well-being and happiness, at Ikea, we believe that everyone deserves a home where they feel safe, happy and comfortable, wherever they live,” said Kemi Anthony, marketing communications manager at Ikea.
“While there are all kinds of everyday stresses and strains that can prevent the home from being the haven it should be, we’re committed to helping our customers overcome these challenges where we can, with our new campaign calling for everyone to create the space they deserve, and a home life they love.”
The campaign is supported across paid and owned channels, with bespoke content created for Instagram, YouTube, Facebook, and Pinterest and by CRM.
Across social, a series of comical films debunk cliches of how to create a calm, happy home by borrowing from meme culture to show the Ikea way of creating a haven. The narrative continues for a wider radio campaign.
In-store activity will further support the campaign, with bookable workshops and sessions for customers across the UK.