3. THE PROBLEM
“In IKEA there’s always the same stuff”
“We don’t need to go to IKEA this month, because next there will
be the same things”
Many visits are lost to the shops because of the perception, and
the visit frequency remains low.
4. WHO WE ARE ADDRESSING AND HOW
TARGET AUDIENCE:
25-40 years old. They may be at a time of new
beginnings like a new job, marriage, new baby but
also live normal daily lives.
IKEA’s new stuff caters to all those situations with
their extensive collections.
TONE: In line with other IKEA campaigns.
Light-hearted, surprising, smart and personal.
14. GUERILLA MARKETING: TOURIST ATTRACTION TAKEOVER
Furnish different main city centres around the world with new IKEA furniture every weekend for a month Ex.
Madrid- Palacio de Cristal, Toronto- Dundas Square, New York- Times Square, England- London Eye, Italy-
Rome.
16. SHUTTLE SERVICE/PARTY BUS
Have a free bus service around the major cities furnished with Ikea’s new stuff that takes people to IKEA
stores and has redeemable discount coupons that can be used when buying the new items.
17. TV Script
*Will be translated for every country it will be shown in*
The video opens with Amanda in front of the door of her home, a close up on the
IKEA bag and the keys in her hand. She opens the door, steps in then tells Julian
that she is home. At that point, she finds him in the kitchen, sitting at the table.
Julian is puzzled looking at the bag then looks up at her.
Julian: What's in your hand?
Amanda: This is a big surprise!
Julian: (looks at the small IKEA bag) it doesn't look like that big of a surprise.
Amanda (with a cheeky smile): Wait for it and you will see.
Amanda puts the bag on the table then reaches in and takes out a blue box with
the IKEA logo on it for Julian. He opens it, and in front of him are two sections of
the box. The first section has a pregnancy test and the other a panic button. He
reaches for the pregnancy test.
Julian: “Is this for real?!” Julian asks, with a happy look on his face.
Amanda: “Press the button and find out” Amanda says with a smirk.
19. Julian presses the panic button. A group of IKEA staff walks in the front door
suddenly carrying in all types of furniture. They quickly go into the guest bedroom
and start transforming the room into a nursery. We show a time-lapse during this
time as the staff sets up an incredible beautiful baby nursery all with furnished
products from IKEA.
There is a close up of an emotional moment when the two protagonists look into
each other's eyes.
Julian: So it's for real?
Amanda: Yes! It's for real.
*Cinematic/emotional montage of Julian and Amanda enjoying their new nursery*
Deep Male Voice Over: Getting new stuff doesn’t always require a life-changing
situation. Come and shop from our collection of over 600 new products a year
“Always Different #AlwaysIkea”
Fade to black
TV Script
20. TV Script 2
The video starts with Andrew getting ready for his first day of college. He looks very excited.
He gets all his bags and goes to the bus station. He gets on the bus and starts the trip to
college. When he arrives he starts to look for his room to leave his bags. He opens the door
of the room and there is John his dad waiting for him with a smile in his face with a blue box
in hands. Andrew opens the box and he sees a panic button and the key for the room.
John: Congratulations son, you’ve made it.
Andrew: I’m very excited, but what is this?
John: Just press the button.
Andrew presses the panic button. A group of IKEA staff walks in the bedroom door suddenly
carrying in all types of furniture. They quickly start putting together Andrew’s college room.
We show a time-lapse during this time as the staff sets up an incredible room all with
furnished products from IKEA.
21. TV Script 2
Then there is an emotional close up of Andrew looking at his dad.
Andrew: how are we affording this?
John: don’t worry son, you’ve earned this.
*Cinematic/emotional montage of Andrew and John enjoying the
room*
Deep Male Voice Over: Getting new stuff doesn’t always require a
life-changing situation. Come and shop from our collection of over
600 new products a year at IKEA. “Always Different,
#AlwaysIkea”
