I’ve always loved Ikea. As a kid, I’d pour through their catalogues reconfiguring my room in my mind. Most recently, I took my 13-year-old girl to Ikea and she must have said about 38 times “I’m serious Dad, I want that.” I can sympathize.
Ikea is fully committed to creating magic for their consumers, whether it is in product designs or in their advertising. Whether it was the Ikea Lamp Ad (“Many of you feel bad for this lamp. That is because you’re crazy…”) or the Subway ad where they took a plain and boring subway car and turned it into a lively home you could live in. Ikea was in the same class as Volkswagen where they’d surprise and delight you on a regular basis. However, over the last few years, the ads seemed to be missing the magic—I was trying to understand the symbolic nature of the ads, but it wasn’t really connecting with me. The risk of talking to yourself is you don’t connect and you lose your beloved status. Ask the Gap.
But this year, Ikea has begun to make their advertising comeback, thanks to the powers of Leo Burnett who can turn brand purpose into brand magic. And while Ikea always had great ads, it was always hard to piece these ads together until “Long Live the Home” came along this year to establish a Big Idea in the marketplace. The work is truly beautiful.
One of the hardest things to do is come up with a Big Idea for a Brand, especially in the case of a Branded House. For a case like Ikea, the idea needs to be big enough to establish the brand idea, yet still sell kitchen cabinets, chairs and closets. Internal conflict gets in the way of creating a Big Idea and standing behind it: a) how much brand vs product b) how much equity vs selling c) who makes the ad and finally d) who pays for it internally—brand or product marketing? You really need to commit to making it happen, and gain the full support across the organization—usually starting from the Top. Big Ideas like “Think Different”, “Just Do It” and “I’m Loving It” are some of the best examples of Idea lines that connect the brand with consumers and even transform their way right into the culture of everything they do. That’s where Ikea needs to go next.
There are many brand and business benefits to a Big Idea. Big ideas should have a 5-10 year life, giving brands a consistent idea to connect behind. It makes it easier to come back to the brief each year. Also, there becomes a tone, a character and sometimes a series of devices that help frame the Idea that makes it easier to control how the brand shows up, over time, across various mediums and across the various business units.
Ikea follows the best in class use of the Big Idea, with a 60 second anthem style Ad to establish the Big Idea in the consumers mind, and then separate product ads across various mediums and built into the website, in-store and catalogue. The TV ads are beautifully shot and connect on a deeply emotinal level, the print ads of high quality and connect. I really like the unique product Ads they’ve done wheter it is TV ads that sell kitchens or print ideas that sell closets, while staying within the Big Idea.
However, I didn’t notice the idea making its way when I looked at the store level. I’d love to see “Long Live the Home” be built right into the Ikea culture, brought down to the store level and even begin to influence their customer service. The big idea becomes more than a tag line, but rather a promise the brand stands behind at every stage of the brand. Without the full comittment to brand all the way through the Love Curve, the magic of the great advertising and cool product designs sets up a High Promise that Ikea struggles to deliver at the experience stage and leaves consumers yearning for more.
That commitment to brand at every touch point has helped propel the Apple brand to the next stratosphere of Beloved Brand. Ikea, you’ve done such a fantastic job with the advertising, my only ask is that you keep going to make it part of the brand.
As a bonus for fans of past Ikea Advertising, here is Lamp and the Subway Spots.