IKEA inoshambadza sei?

Mugore ra1945, kambani yeIKEA inotanga kushambadza mumapepanhau emunharaunda muSweden uye, kwavanotaura nezvekutengeswa kwavo netsamba. Makore akati gare gare, muna 1951, bhuku rake rokutanga rakabudiswa. Mune ino post yatinozviwana isu, tichataura nezve IKEA advertising yakaita kubva pakutanga kwayo kusvika zvino..

Sezvatinoziva tese, iyo kambani yeSweden inotora makore mashoma kuti isvike munyika yedu, kuti inyatsojeka haidaro kusvika 1996.  Chitoro chekutanga kuvhura magonhi acho mumatini chiri muBadalona, saka tinogona kuratidza kuti hapana kushambadzira kutaurirana kusvika panguva iyoyo.

Kubva payakatanga, iyo kambani yeSweden yakaramba ichisarudza kushambadzira kwakanyanya uye kushambadzira zviito, izvo zvaita kuti asiye zvechivanhu. Zviito zvaro zvekutaurirana zvinotapurira charisma yayo sechiratidzo, kuburikidza nekushambadza kwayo kwakasiyana padiki skrini kana kuburikidza nemifananidzo yayo. Zviito zvaro zvekushambadzira zvinotsvaga kutaura nyaya, kukwezva manzwiro uye, pamusoro pezvose, kuratidza hunhu hwayo hwakasiyana.

Ndiani IKEA akashanda naye?

Kusvika 1999, iyo IKEA Spain account yaive yeDelvico Bates advertising agency. Zvinyorwa zvinogona kuwanikwa kubva pachinhanho ichocho, ivo havana kupfuura izvo zvine chekuita nerutsigiro rwemifananidzo.

Mugore rimwe chete iro ratichangobva kutaura nezvaro, iyo SCPF agency inotungamirwa neanogadzira Toni Segarra, inotora account yekambani yeSweden kuSpain. Mumakore ayo nhoroondo yaive pasi pemurairo uyu, IKEA mishandirapamwe inova inozivikanwa zvirinani uye inotangwa zvakanyanya, izvo zvinoita kuti chifananidzo chako chitaridzike zvakanyanya kukwidziridzwa. Ndiani asingazivi mushandirapamwe unozivikanwa, "Welcome to the yakazvimirira republic yeimba yangu", yekare yemhando.

Iyi agency yekushambadzira uye yekugadzira, inoisa iyo kambani seimwe yemhando yakasimba kwazvo mumusika weSpanish panguva iyoyo. Izvi zvinova zvakasiyana-siyana zvekuzivikanwa nemitambo yakasiyana-siyana yekushambadzira yakadai seSol Efficacy Award kana CdeC, pakati pezvimwe zvakawanda.

Mushure memakore angangoita 15 pasi pekutonga kweSCPF, iyo account inoshanduka uye ndinotanga kushanda pasi pemazano e McCannMadrid. Sangano iri rakachengeta pfungwa yekushanda nemafungiro akaiswa neaimbova agency, kugadzira mishandirapamwe inozivikanwa se "The Kitchen Whisperer." Panguva ino, mibairo yakawanda yenyika uye yepasi rose yakawanikwa zvakare.

IKEA kushambadzira pane graphic rutsigiro

Muchikamu chino, taida kuongorora kuti IKEA kushambadzira sei parutsigiro rwegraphic. Kureva, kuti kambani inoshambadza sei zvigadzirwa zvayo, kukwidziridzwa kwayo, nhau, nezvimwe.

Zvinonzwisisika pane dzimwe nguva hapana hukama hwakananga pakati pekushambadza kunoitwa zvine graphic uye mune mamwe advertising media.ehe Ndosaka, mubhuku rino, tapatsanura ongororo yenzira dzavo dzakasiyana dzekutaurirana.

Sezvatakambotaura muchikamu chapfuura, mune yekutanga agency yakashanda neIKEA, Delvico Bates, ivo vakatarisa pakushandisa iyo graphic rutsigiro kusvika pakakwirira. kutumira mameseji ako. Nekufamba kwemakore, zvese maitiro uye nzira yekutaurirana nevateereri vako zvakashanduka, zvichitora kutaurirana kwako kune imwe nhanho.

Zvinofanira kusimbiswa, sezvatakambotaura, izvozvo IKEA inonyanya kuvimba nekushambadzira kutitumira meseji nezve kukwidziridzwa kwavo kutsva, nhau kana zvigadzirwa., asi zvinofanirwa kucherechedzwa kuti paanenge achitsvaga kushandisa graphic media, haasi kure kumashure uye anoenderera mberi nekuchengetedza iwo mafaro uye maitiro emhando yemhando.

IKEA kushambadzira muzviito zvekunze

Sezvakaitika kare, IKEA inoita zviito zvekushambadzira zvekunze izvo pane dzimwe nguva zvisingabatanidzwe zvakananga nemashambadziro ayo.. Izvi zviito zvekunze zvinocherechedzwa nekuziva kubata kutarisisa kweveruzhinji, nekuda kwekuvandudza uye kwekutanga, nguva dzose vachifunga nezvezvigadzirwa zvavo uye zvitsva.

IKEA uye masangano aakashanda nawo, vakakwanisa kutamba nepakati apo zviito izvi zvichaitwa uye kutamba neruzhinji nenzira yekusika., nguva dzose uchivaita kuti vatore rutivi munzira yakati.

Chimwe chezviito zvekutengesa mumigwagwa izvo zvatinonyanya kuyeuka ndezviya zvakaitwa pachiteshi chechitima cheAtocha muguta reMadrid, apo kambani yakaisa fenicha kuitira kuti vashandisi vezvifambiso izvi vagone kuzorora zvakanyanya kupfuura muzvigaro zvengoro.

IKEA advertising campaigns

Yave nguva yekutaura nezve mamwe anozivikanwa ekushambadzira ekushambadzira muSpain. Takaita runyoro rwakarongwa maererano nenguva, kubva kune yekare kusvika kune yazvino. Mune imwe neimwe yadzo, tichataura pamusoro pezvitsigiro zvakasiyana zvakashandiswa.

2002 - 2006 "Redecorate hupenyu hwako"

Panguva ino, tinoyeuka imwe yezvinyorwa zvekutanga zvekambani yeSweden, iyo yakananga kune vatengi uye kwete zvakanyanya pazvigadzirwa zvayo. More concretely, Rinotaura kwatiri nezverusununguko rwekusarudza uye rwekutaura zvatinoda. Haisi chete nzvimbo dzakasiyana dzekushambadzira dzakaitwa dzaigona kuonekwa paterevhizheni, asi akasiyana graphic danidziro akagadzirwa zvakare.

2006 "Ipublic yakazvimirira yeimba yako"

Pfungwa inoratidzira pamberi uye shure munzira iyo IKEA inotaurirana. Tinotaura nezvazvo mushandirapamwe wakanangana nekurukurirano yawo zvakanyanya panzvimbo dzekushambadzira dzakagadzirwa nemhuri dzeSpanish. Pamusoro peizvi, mushandirapamwe uyu wakatsigirwawo nekuvandudzwa kwemifananidzo yakasiyana uko kunotaurwa sirogani yemushandirapamwe.

2007 "Izvi hazvina kubatwa"

Imwe yeIKEA inonyanya kuzivikanwa mishandirapamwe uye, haina kumbotaurwa zviri nani. Sezvo, rwiyo rwakabuda muchishambadzo rwakava rwiyo sezvo wainyanya kubata bata, chokwadi kana uchiverenga musoro rwiyo rwauya mumusoro mako.

2009 "Apo maviri anokodzera matatu"

Mushandirapamwe uyo inotsvaka kuswedera pedyo nemutengi, inotsvaga kuva shamwari yakatendeka yedzimba dzeSpain. Slogan, iyo inoreva dambudziko rehupfumi rakasangana neSpain mugore iroro.

2010 - 2011 "Uyo ane zvakawanda haasiye akapfuma, asi uyo anoda zvishoma"

Ichi chiito chekushambadzira chaive ne Chinangwa chikuru ndechekusimbisa kukosha kwezvinhu zvidiki zvatinazvo muhupenyu hwedu hwega hwega. Nekuda kwedambudziko rakatambura, akatsvaga kuwedzera kukosha kwerufaro nebudiriro kumishandirapamwe yake.

2013 "dhadha"

Ndiani asingayeuki murume anoshamwaridzana nedhadha rinoshamisa? Iyi ndiyo nyaya, iyo inotaurwa munzvimbo ino yekushambadzira yemhando. Hushamwari husingaputsike uye hune ruzivo, umo hunoratidzwa kuti zviratidziro zvidiki zvinogona kuve mikana mikuru.

2014 - 2015 "Imwe Kisimusi"

A trilogy yemavara, ayo vanotiratidza humwe huso hwemutambo uyu wakanyorwa mukarenda yevanhu veSpain. Vanotipa mavhezheni akasiyana ekuti mumwe nemumwe wedu anoona sei, anonakidzwa uye anopemberera mazuva aya, sezvinoita vadiki, vanhu vane basa rekuchenesa migwagwa uye kunyange sezvinoita varume vakachenjera.

2015 "Shamwari dzemateru"

mushandirapamwe, izvo inotsvaga kushandura maturu edzimba dzedu kuti ive nzvimbo dzaunogona kugara dzakanyatsosiyana nguva. Mushandirapamwe uyu wakaunzwa munzvimbo yeterevhizheni uye zviito pasocial network kwaunogona kuona kuti maturu anoshanduka sei nekusimudza chiso. Pamusoro peizvi, nhevedzano yemifananidzo yakagadzirwa kutsigira meseji.

2017 "Muudze kuimba"

Muchirongwa chakaburitswa gore rino, IKEA inotarisa mukusimudzira zvigadzirwa zvekushongedza, izvo zvinogona kuwanikwa muzvitoro zvayo kupa shanduko kumba kwedu. Iyo kambani inotsvaga kuburitsa pfungwa yekuti, neimba yakarongeka, kune kushushikana uye nhaurirano dzakaderedzwa.

2019 "Hatizive mhuri yedu here?"

Nemushandirapamwe uyu wekushambadzira, IKEA iri kuyedza kutitumira meseji yakakosha, inova yekuti, pane dzimwe nguva. tinotarisa zvakanyanya pamidziyo yedu yefoni zvekuti hatitarise kune izvo chaizvo zvakakosha, kutosiya vanhu vatinoda zvikuru, vanenge vasingavazivi.

2021 "Fenicha ine hupenyu husingagumi"

Hupenyu hwemidziyo yedu hahuperi kana tikarega kuona kushanda kwayo mudzimba dzedu, ichi chinongova chikamu chekutanga chehupenyu hwayo. Rwendo runogona kufamba kunzvimbo dzakasiyana dzepasi uye kutaura zviuru zvenyaya kana dzapera mumusha mutsva.. Paunoona chidimbu chefenicha chausingachafariri zvakanyanya, funga kuti unogona kushandura chitarisiko chayo kana kutotsvaga rakasiyana basa rayo.

Sezvakacherechedzwa nesarudzo iyi yeIKEA advertising campaigns, kambani haimbosiyi chero munhu asina hanya. Ikambani inopa rusununguko rwakakwana kune iwo masangano kana masitudiyo anoshanda navo munyika dzese pasirese uye nekudaro kushambadza kwayo kunoshamisa.

Nezvese izvi, IKEA yakakwanisa kuita kushambadzira kwakasarudzika kwakagadziridzwa kune yega yega mamiriro kana pfungwa iyo nyika yega yega yavanoshanda mairi inorarama. Emotional, inonakidza, yepakutanga, mishandirapamwe inonakidza, yakabatana zvachose nevatengi vavo uye kunyange kuenda kuhutachiona.