SlideShare a Scribd company logo
IKEA Portugal
Marketing in times of distraction
Hej!Olá em sueco
Criar um melhor dia a dia para
a maioria das pessoas
Todos temos
direito ao design
Forma
Qualidade
Preçosacessíveis
Sustentabilidade
Função
Photo by Antoine Peltier on Unsplash
Fonte: NGCT Kantar últimos 12 meses
TOM
TBCA
BRAND DESIRE
CONHECER
PENSAR
SENTIR
AGIR
11
CONHECER
%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 PENSAR
14
SENTIR
15
16
AGIR
Congresso Nacional do Marketing | IKEA
Tack(Como dizemos obrigado em sueco)

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Congresso Nacional do Marketing | IKEA