IKEA Have A Go Brand Campaign
Three Drunk Monkeys
Credit: CD
Brief: Launch an unknown Swedish retail brand to a bunch of uninterested Australians.
Solve: Reframe IKEA as an Australian experience, made for a we’ll-try-anything, ‘have a go’ kind of people - something Australians like to be known for.
IKEA was a relative unknown in the Australian market. Slightly better known by women who take pride in their home, and relish the opportunity to ‘have a go’ and refresh their decor when they can. They're Australia's "Home Lifestyle Reinventors". We saw an opportunity to speak to this group and motivate them to check out a new IKEA store by developing a fully integrated brand
campaign (TV, online, social media, radio, press, OOH, ambient, experiential.) that celebrates their modern-
campaign (TV, online, social media, radio, press, OOH, ambient, experiential.) that celebrates their modern-
meets-practical POV.
By launching this campaign to open up three new super stores, we gave a roll-up-your-sleeves tribe of women a better understanding of IKEA's try anything nature, their design-for-all ambition, the Swedish brand’s DIY philosophy and their shared mission–to democratize design for those who indentify with and embrace change and style in their homes.
By launching this campaign to open up three new super stores, we gave a roll-up-your-sleeves tribe of women a better understanding of IKEA's try anything nature, their design-for-all ambition, the Swedish brand’s DIY philosophy and their shared mission–to democratize design for those who indentify with and embrace change and style in their homes.
IKEA Have A Go Campaign Video
"Attack" :60 (Cinema/TV/Online)