IKEA: Playin' With My Friends - How IKEA re-engaged parents by thinking like their children

his case study describes a campaign in the UK by Ikea, the home furnishing retailers, which targeted parents aged 25-44 with an ad made from a child's point of view.

IKEA: Playin' with my friends

Agency: Mother LondonAdvertiser: IKEABrand: IKEACountry: United Kingdom

Objectives

Our objectives

Background to our story

IKEA bound onto British shores 25 years ago with great fanfare. Encouraging stuck-in-their-old ways Brits to chuck out their chintz, IKEA rose to leaders of a category buoyed by a thriving property market and new-found cultural love of home improvement. 25 years on, the property market had stagnated and, in turn, the much less buoyant home furnishings category had become much more competitive.

A fragmented market in long-term decline

By 2012, the UK home...

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