How is IKEA advertising?

In the year 1945, the IKEA company begins to advertise in local newspapers in Sweden and, where they talk about their sale by mail. Some years later, in 1951, his first catalog was published. In this post in which we find ourselves, we will talk about what IKEA advertising is like from its beginnings until now.

As we all know, the Swedish company takes a few years to arrive in our country, to be more specific it does not do so until 1996.  The first store to open its doors in tin is in Badalona, so we can point out that there is no advertising communication until that moment.

From its beginnings, the Swedish company has continuously opted for highly innovative marketing and advertising actions, which has led him to leave behind the traditional. Its acts of communication transmit its charisma as a brand, through its different advertisements on the small screen or through its graphic media. Its advertising actions seek to tell stories, appeal to emotions and, above all, reflect its unique character.

Who has IKEA worked with?

Until 1999, the IKEA Spain account was owned by the Delvico Bates advertising agency. The publications that can be found from that stage, they did not go beyond what had to do with graphic support.

In this same year that we have just talked about, the SCPF agency headed by the creative Toni Segarra, takes over the account of the Swedish company in Spain. During the years that the account was under this command, IKEA campaigns become much better known and are launched massively, which makes your brand image look much more enhanced. Who does not know the well-known campaign, "Welcome to the independent republic of my house", a classic of the brand.

This advertising and design agency, places the company as one of the most solid brands in the Spanish market at that time. This becomes a wide variety of recognitions by different advertising festivals such as the Sol Efficacy Award or CdeC, among many others.

After approximately 15 years under the control of SCPF, the account changes and I start working under the guidelines of McCannMadrid. This agency maintained the idea of ​​working with the ideals set by the previous agency, creating such well-known campaigns as "The Kitchen Whisperer." At this stage, many national and international awards were also achieved.

IKEA advertising on graphic support

In this section, we wanted to investigate how IKEA advertising on graphic support. Namely, how the company advertises its products, how are its promotions, news, etc.

Notably on certain occasions there is no direct relationship between advertising that is done graphically and in other advertising mediayes That is why, in this publication, we have separated the analysis of their different ways of communicating.

As we have mentioned in the previous section, in the first agency that worked with IKEA, Delvico Bates, they focused on exploiting the graphic support to the maximum to communicate your messages. Over the years, both the style and the way of communicating with your audience have evolved, taking your communication to a higher level.

It must be emphasized, as we have already mentioned, that IKEA mainly relies on advertisements to send us a message about their new promotions, news or products., but it should be noted that when he resorts to using graphic media, he is not far behind and continues to maintain that fun and characteristic style of the brand.

IKEA advertising in outdoor actions

As in the previous case, IKEA carries out outdoor advertising actions that on certain occasions are not directly linked to its advertising campaigns. These outdoor actions are recognized for knowing how to capture the public's attention, for being innovative and original, always taking into account their products and novelties.

IKEA and the agencies it has worked with, they have been able to play with the medium where these actions are going to be carried out and play with the public in a very creative way, always making them participate in one way or another.

One of the street marketing actions that we remember the most is the one that was carried out at the Atocha train station in the city of Madrid, where the company placed furniture so that the users of said transport could rest more comfortably than in wagon seats.

IKEA advertising campaigns

It is time to talk about some of the most recognized advertising campaigns in Spain. We have made a list organized chronologically, ranging from the oldest to the most current. In each of them, we will talk about the different supports that have been used.

2002 – 2006 “Redecorate your life”

At this stage, we remember one of the first slogans of the Swedish company, which was directed directly at consumers and not so much at its products. More concretely, It speaks to us of the freedom to choose and to express oneself. Not only were different advertising spots made that could be seen on television, but various graphic campaigns were also created.

2006 “The independent republic of your house”

A concept that marks a before and after in the way IKEA communicates. We talk about a campaign that focused its communication mainly on advertising spots created by Spanish families. In addition to this, the campaign was also supported by the development of different graphics where the slogan of the campaign is referred to.

2007 "This is not touched"

Another of IKEA's most notorious campaigns and, never better said. As, the song that appeared in the ad became an anthem since it was the most catchy, surely when reading the title the melody has come to your head.

2009 “Where two fit three fit”

A campaign that seeks to get closer to the consumer, seeks to be the faithful companion of Spanish homes. A slogan, which refers to the economic crisis experienced in Spain during that year.

2010 – 2011 “The one who has the most is not the richest, but the one who needs the least”

This advertising action had as main objective is to emphasize the value of the little things we have in each of our lives. Due to the crisis suffered, he sought to add the value of happiness and prosperity to his campaigns.

2013 “Duck”

Who does not remember the man who befriends a wonderful duck? This is the story, which is told in this advertising spot for the brand. An unbreakable and curious friendship, in which it is shown that small gestures can become great opportunities.

2014 – 2015 “The other Christmas”

A trilogy of spots, which they show us the other face of this festivity so marked in the calendar of Spanish society. They present us with different versions of how each of us sees, enjoys and celebrates these dates, as do the little ones, the people in charge of cleaning the streets and even as the wise men do.

2015 “Friends of terraces”

a campaign, which seeks to convert the terraces of our homes into places where you can live truly unique moments. This campaign was presented in a spot for television and actions on social networks where you can see how terraces change completely with a facelift. In addition to this, a series of graphics were created to support the message.

2017 “Tell him singing”

In the campaign presented this year, IKEA focuses on promoting decorative products, which can be found in its stores to give a change to our home. The company seeks to convey the idea that, with a tidy house, there is stress and discussions are reduced.

2019 “Don't we know our family?”

With this emotional advertising campaign, IKEA is trying to send us a very important message, which is that, on certain occasions we focus so much on our mobile devices that we don't pay attention to what is really worthwhile, even leaving the people we love the most, almost not knowing them.

2021 “Furniture with infinite lives”

The life of our furniture has no end when we stop seeing its functionality in our homes, this is only the first phase of its life. A journey that can travel to different parts of the world and tell thousands of stories when it ends in a new home.. When you see a piece of furniture that you no longer like so much, think that you can change its appearance or even find a different function for it.

As has been observed with this selection of IKEA advertising campaigns, the company never leaves anyone indifferent. It is a company that gives total freedom to those agencies or studios that work with them in every country in the world and therefore its advertising is really impressive.

With all this, IKEA has managed to carry out totally personalized advertising adapted to each situation or ideology that each country in which they operate lives. Emotional, fun, original, impressive campaigns, totally connected with their consumers and even going viral.