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2018 One Show - Cross-Platform

Where Life Happens 2017

Agency Akestam Holst / Stockholm

Client IKEA Sweden
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Annual ID

OS_CP18036M

About the Work

People like the IKEA brand more than their products. Since there is a strong correlation between store-visits/purchases and product liking, our objective was to increase the love of the products. Our strategy stated that people don’t by furniture only out of functional needs. Self-expression and emotional needs (creating a secure and open home) are as important. With the concept Where Life Happens 2017 IKEA shows that their products is a part of everyday life, ready to help solve all kinds of emotional situations people encounter. Traditional media formats are challenged and the stories dare to address sensitive topics rarely dramatized in advertising. The objective for this campaign was to increase the liking of IKEA’s products (affinity) from 45% to 47% (+2%). The result surpassed the objective with 300%, a great result considering the already high affinity.