IKEA - “Social Security. Teaser”
|Title||Social Security. Teaser|
|Product Name||Sultan matresses|
|Product Category||Drugstores, Specialty Stores|
|Campaign Name||Sultan matresses|
|Country of Production||France|
|Date of First Broadcast/Publication||September 13, 2004|
||Anne de Maupeou|
||Gaëtan du Peloux|
To promote its new range of Sultan mattresses, IKEA and its advertising agency have created a press campaign which follows the concept: IKEA REACT.
Four ads, made up of a teaser and its follow-up, illustrate the promise of low prices.
The agency CLM/BBDO has created a new brand signature which sounds like an order. This slogan has become a leitmotiv for the company. It has strong potential and will be used as a platform for communication.
The notion of patrimony is strongly implemented in French culture. Even though society is rapidly evolving and the French show that they are in great need of a change, they remain very conservative in terms of furniture and decoration. They often inherit furniture which they have difficulty getting rid of.
In order to fight against this conservatism, IKEA is trying to encourage everyone to have the desire to change their furniture in order to lead a better life at home.