Retail Ad 2

Ikea - Peace, Love and Storage

Created by:
Mother, London, United Kingdom

Launched:
2011

Media used:
Television

Appeal:
Emotional

Analysis:
Recently released to the public, Ikea's new advertising campaign named 'Peace, Love and Storage' begins with four comedians, two males and two females, debating out which gender is messier. This humorous beginning, in fact, is the ad's main method of attracting attention.

From watching the advertisement alone, it can be said that the target audience is the general public. However, once one understand the idea behind the ad, it is evident that the ad campaign is aimed towards married individuals (Kimberly, 2011).

Although the ad's setting showed a variety of Ikea products, there was absolutely no mention of a specific product or its price. This is because unlike most ads, the ad above intends to inform viewers of the existence of a voting system on Facebook, a famous social networking site.

Weird, yes. Effective? Perhaps.

The lack of information in the advertisement itself intends to pique viewers' curiousity, making them surf the Internet to look for more information. From there onwards, the viewers may choose to participate in the campaign itself. Should that be the case, the advertisement can already be deemed as effective.

The participation of the viewer caused by the ad would have a positive effect on the campaign's effectiveness, as customer involvement have the potential to contribute a significant amount of insights to the development of a business (Andersen, 2003). Additionally, this use of relationship marketing can enhance brand loyalty and recall. Ultimately, in the long run, influencing customers to purchase Ikea's products.

References:

1. Andersen, P.H. (2003). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial Marketing Management, 34, 39-51. Retrieved from ScienceDirect.
2. I Believe in Advertising (March 31, 2011). Ikea: Peace, Love and Storage. Retrieved May 7, 2011 from http://www.ibelieveinadv.com/index.php?s=ikea
3. Kimberly, S. (2011). Ikea rolls out battle of the sexes campaign. Brand Republic News. Retrieved from http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1063045/ikea-rolls-battle-sexes-campaign/
4. Letipak, S. (2011). Ikea preaches 'Peace, Love and Storage' with new campaign. The Drum. Retrieved from http://www.thedrum.co.uk/news/2011/03/31/20206-ikea-preaches-peace-love-and-storage-with-new-campaign/