Why IKEA's Campaign During COVID-19 Successfully Resonated with Everyone

       

             March 2020 was the start of it all. What everyone thought was only going to be a two-week thing ended up being our new reality. Two weeks at home away from school, university, or work, what could go wrong? It was the dream at the time. Everyone started planning everything they wished to do during what we wanted to believe was a holiday, but no one would have thought it would last for over a year and challenge every single aspect of our daily lives. Two weeks turned into 4 weeks which turned into months and that went on till we found ourselves welcoming the new year stuck at home.

       IKEA Singapore collaborated with the creative agency TBWA/Singapore and crafted the ‘Making Home Count’ video campaign to make life at home not seem like such a waste. The world outside was risky, so we had to make life bearable and exciting inside the safety of our homes. As well-said by Nigel Richardson, Head of Marketing, IKEA Southeast Asia: “Overnight, our homes have become our office, playground, restaurant, and sanctuary all-in-one,” and this video campaign humorously showcases random moments at home almost everyone in the world had to go through in the year of 2020. 

       This campaign without a doubt excelled at video storytelling. The commercial is made up of simple home-made footage shot in Singapore in humble homes revolving around multiple families living relatable lives; it easily resonated with the viewers. The video campaign casually addresses the difficult situation people had to live through and emphasizes the value of the home as a place of safety and warmth. Moreover, it sheds the light on the importance of the family as a driving force to make it out of these unprecedented times and encourages the viewers to make the most out of their lives at home. The commercial shows daily scenes of parents adjusting to work-at-home, kids playing in the comfort of their homes, fun and endearing family moments, and of course shots of the family pets as they played a great role in bringing simple joy to our mundane days during lockdown. Another aspect in which this campaign was successful at was how it did not push a sales message. Indeed, the homes showcased in the video were furnished with IKEA products, but it was done subtly so that the viewer can enjoy the commercial for what it is. 

        IKEA’s video campaign effortlessly draws a smile onto our faces, makes us nod our heads at the relatable scenes, and inspires us to appreciate the little moments at home with our families because at the end of the day they are what matter the most. 


Marketing Campaign: 'Making Home Count'

https://www.youtube.com/watch?v=uw7s50HEWJA

Uploader: IKEA Singapore




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