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IKEA - “Save on. Teaser”

IKEA


TitleSave on. Teaser
AgencyCLM BBDO
AdvertiserIKEA
BrandIKEA
Product NameSultan matresses
Product CategoryDrugstores, Specialty Stores
Campaign NameSultan matresses
MarketFrance
Country of ProductionFrance
Date of First Broadcast/PublicationSeptember 13, 2004
Media TypePrint
Creative Director Barka Zerouali
Creative Director Anne de Maupeou
Art Director Aline Berthomé-Dubecq
Copywriter Gaëtan du Peloux
Copywriter Virgile Lassalle
Account Director Sandra Conan
Photographer Olivier Borst
Art Buyer Isabelle Baud
Advertising Manager Jean-Louis Baillot
Advertising Manager Olivier Baraille
Advertising Manager Anne-Charlotte Metzger
Advertising Manager Stéphanie Jourdan

Story

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

Concept

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.

Problem

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.