It's that affordable Campaign

1. I T ' S T H A T
A F F O R D A B L E
By Sareh Zavarehtabatabaei
MRK634SBB
Digital Digest 4

2. One brand, many companies, and many, many
people – that’s us in a nutshell
Spread all over the world, we have a passion for
home furnishing and an inspiring shared vision: to
create a better everyday life for many people.
This, together with our straightforward business
idea, shared values, and a culture based on the
spirit of togetherness, guides us in everything we
do. To offer a wide range of well-designed,
functional home furnishing products at prices so
low, that as many people as possible will be able
to afford them.

3. About Us
IKEA was founded by Ingvar Kamprad in 1943 and came to
life as a mail-order catalog business in the forested town of
Älmhult, Sweden. Today, it’s a global home furnishing
brand that brings affordability, design, and comfort to
people all over the world. We've come a long way since our
humble beginnings, but our vision remains the same: to
make everyday life better for as many people as possible.
Explore the IKEA narrative here to learn more about our
history, what motivates us now, and how we want to
positively influence people and the environment.

4. Core values
Togetherness
Caring for people and the planet
Cost-consciousness
Simplicity
Renew and improve
Different with a meaning
Give and take responsibility
Lead by example

5. I T ' S T H A T A F F O R D A B L E
Have you ever thought about how
much you spend on Coffee every
week? IKEA has

6. I T ' S T H A T A F F O R D A B L E
to promote IKEA’s special offers sales we came up with a
campaign that reminds people that beautiful Scandinavian
design is as affordable as the least expensive things in their
daily lives. So we changed the value of furniture and put IKEA’s
products right amongst those things. Instead of money, we
used coffees, toothpaste, soda cans, stamps, pizza boxes, and
postcards to visually strike new currency. A simple change that
changed people’s perceptions. And made them see IKEA’s
affordability in a whole new way.

7. A price tag that changes perception.
Ikea furniture is stylish and affordable.
To show how affordable IKEA swapped prices for everyday items like cups of coffee and tubes of toothpaste.
In 2016 IKEA created this visually striking new way of pricing its items.
Giving its customers a compelling reason to believe that IKEA is the undisputed champion of low prices.

8. Work cited:
• IKEA culture and values. (2021). Ikea. https://about.ikea.com/en/about-us/ikea-culture-and-values
• Who we are. (2021). IKEA CA. https://www.ikea.com/ca/en/this-is-ikea/work-with-us/who-we-are-
pubeb7e666d
• Get to know IKEA. (2021). Ikea. https://about.ikea.com/en
• The One Club. (2017). IKEA Saudi Arabia | IKEA It’s that affordable PRICE TAGs.
https://www.oneclub.org/awards/theoneshow/-award/25906/ikea-its-that-affordable-price-tags
• Adeevee | Only selected creativity - IKEA: It’s that affordable. (2016). Adeevee.
http://www.adeevee.com/2016/09/ikea-its-that-affordable-promo-direct-marketing-design/