The document discusses IKEA Portugal's marketing approach during times of distraction, emphasizing the importance of design, accessibility, sustainability, and family togetherness. It reflects on consumer emotions and perceptions while interacting with their advertising, which aims to evoke positive memories and feelings about family life. The commentary includes both positive reactions to the advertisements, highlighting their fun and nostalgic elements, and negative sentiments concerning family dynamics.

1. IKEA Portugal
Marketing in times of distraction

2. Hej!Olá em sueco

3. Criar um melhor dia a dia para
a maioria das pessoas

4. Todos temos
direito ao design
Forma
Qualidade
Preçosacessíveis
Sustentabilidade
Função

5. Photo by Antoine Peltier on Unsplash

6. Fonte: NGCT Kantar últimos 12 meses
TOM
TBCA
BRAND DESIRE

7. CONHECER

8. PENSAR

9. SENTIR

10. AGIR

11. 11
CONHECER

12. %ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise 0s 2s 4s 6s 8s 10s 12s 14s 16s 18s 20s 22s 24s 26s 28s 30s 32s 34s 36s 38s 40s 42s 44s 46s 48s 50s 52s 54s 56s 58s 60s
Family and time
together they
are all happy
Kid waking up is
sweet
It‘s an upbeat
advert
Did not expect
that to happen
My daughter
never gets up on
time.
The stairs turned
into a slide
I like the music
Looks fun,
something
children would
really enjoy.
Reminds me of my brother
dressing up as superhero,
good memories evoked
It was warming
to my senses
Hanging school
reports make
parents proud
Cute touch here
with grampa
Funny parents
celebrating
when the baby
is asleep for the
night
Makes you want
to celebrate
family life
Hate kids Don't have kids
and certainly
don't have a life
like this
I really dislike
kids and their
parents

13. 13 PENSAR

14. 14
SENTIR

15. 15

16. 16
AGIR

18. Tack(Como dizemos obrigado em sueco)