In its latest television burst, Ikea challenges consumers to solve their space problems by becoming 'space architects'.
The Leo Burnett campaign shows a woman who shrieks inexplicably with fear whenever a large door opens. Her husband realises that her phobia stems from an overstuffed wardrobe, which pour out its content all over her. He then rushes off to Ikea to buy some new storage-solution products.
"We wanted to create desire for a better living environment for the whole family with smart solutions for small living spaces, said Virginia Li, Ikea marketing director, Hong Kong and Taiwan. The TVC conveys the message that just a few small changes can make a big difference to consumers' living space.
From research, Ikea found that incidences of renovating the home were low due to time and budget constraints. "People think that only large-scale changes can help to solve their space and organisation problems.
But Ikea offers smart and affordable solutions, said Patsy Lo, brand director for Ikea at Burnett. The ads are targeted at the lower- to middle-income families.
