IKEA

Sarah Heard

This paper describes Partners BDDH's planning for the 'Work IKEA' campaign. It describes how the agency focused on the client's organisational culture (rather than just the consumer) to devise an in-store campaign to attract customers to a new section in IKEA stores selling home-office and office furniture.
Agency: Partners BDDHAuthor: Sarah Heard

How Work Can Be More Fun Than Fun

'Enjoy Life. Work IKEA'

Synopsis

Most definitions of Account Planning revolve around the consumer perspective: finding consumer insights, developing a better understanding of what motivates them, examining their relationships with brands or identifying a new role for communications.

Consumer understanding was important in the refinement of the communications we developed for IKEA, but the real insight which led directly to the big idea, came from organisational understanding. That is, in understanding the values, cultures and ambitions of IKEA. This is an undervalued aspect of the...

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