Campaign details

Brand: IKEA
Advertiser: IKEA UK
Agency: Mother; Vizeum

A tale of what we all overlook – the everyday

Advertisers often fall foul of the same bias as consumers, overlooking the everyday in favour of far-off dreams of Christmas and other special, but fleeting events. Instead, the 2014 launch and first four years of IKEA's 'The wonderful everyday' platform demonstrates that a long-term focus on the everyday holds great value for both advertisers and their audiences alike.

This rejection of retail and calendar orthodoxy has helped IKEA – a retailer never keen on convention – turn around a 20% sales decline to generate share growth far above competitors, using an always-on approach to communications that has driven reappraisal of seemingly humdrum things, like storing clothes or cooking, and revitalised the brand for the long term.