IKEA - “Sweden. 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 agency creates a press campaign which follows the concept: IKEA REACT.
4 ads, constituted by a teaser and its reveal, illustrates the promise of a cheap price
CLM/BBDO agency created a brand signature which sounds like an order. This tagline has for vocation to become the leitmotiv of the company. It presents a strong potential and will be used as a communication platform.
Patrimony notion is strongly implemented in the French culture. French people remain very conservative in term of furniture and decoration, even if the society evoluates quickly and French people show their need of changement. They inherit often furnitures whose they won't then leave easily.
To fight against this conservatism, IKEA bets to give to everyone the desire of changement for interior and to live better at home.