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As we all know, IKEA not only has fun shopping in its malls, but also does great advertising. It is truly a sales genius in the furniture industry.

Their advertisements may not be stunning, but they always manage to clearly explain the product's selling points with the simplest combination of pictures and texts and a few simple sentences.

01.

From baby dining chairs to soft-padded single sofas, chairs for different stages of life are arranged at once.

02.

From being a single person to getting married and starting a family, single beds, double beds and cribs are also arranged.

03.

From dating to engagement and marriage, one cabinet is used to store all your and your partner's belongings.

04.

From a little baby to a slovenly member of society, the style gap is quite large indeed.

05.

No matter what kind of chair it is, it will end up being piled with clothes, no matter if it costs 385 yuan or 69 yuan.

It is obviously the simplest product picture, without even a scene, but it can create a new story by comparing several different products and prices.

This reminds me of IKEA's previous advertisement selling dolls, which used various dolls to interpret different types of love, telling the audience that they can buy different kinds of love at an affordable price.

Even ordinary pictures of doll materials can be made into the plot of idol dramas. It is reasonable to suspect that the operators have scripts in their minds and create different settings for each product.

We know that in the Chinese market, IKEA implements a low-price strategy, where you can buy high-end quality products without paying high-end prices.

This is also the advantage that IKEA has always been committed to demonstrating.

At the end of March this year, IKEA released a series of creative advertisements with the theme "Don't worry, you can afford it."

The picture is also very simple and clear. The pet breaks/damages the furniture at home, but because they are all IKEA products and are very cheap, they don’t feel bad about the damage.

Anyone who has raised cats and dogs at home knows that they are often attracted by small flying insects or other invisible things, and then rush and do parkour; jump between various places such as the top of the refrigerator and the TV cabinet, as if they were playing a jungle survival game; they also use the sofa as a scratching board for cats and holes for dogs; they bite slippers and socks...their destructive power is truly amazing!

So this set of IKEA posters really resonates with pet owners. No matter how expensive the furniture is, cats and dogs will destroy it indiscriminately. What can we do? The only solution is to replace it with cheaper furniture.

IKEA's choice is quite special because no matter whether it is cheap or expensive furniture, its resistance to damage is not worth mentioning in the face of the invincible destructive power of naughty pets. While reflecting the advantage of cheap prices, it does not belittle its own product quality. The entry point is very subtle.

In addition to being good at using limited materials to combine and match to create a new story for the product, a unique perspective is also a major feature of IKEA advertising.

Last Halloween, IKEA created a professional ad called "No Monsters".

The logic of the advertisement is very simple. It communicates with consumers by reproducing the childhood shadows. In the gloomy and terrifying atmosphere, it also has a bit of fun.

The video restores the shadows of our childhood through empty shots of various home corners, such as always worrying that there would be unclean things hidden under the bed or in the closet. As the lights in these corners are turned on, the audience can see that they are empty and the imaginary monsters do not actually exist.

I have to say, this perspective is very attractive. It is not difficult to create an atmosphere by leveraging festival marketing, but the key is how to associate it with the brand.

The perspective chosen by IKEA is not only relatively novel, but also closely related to home furnishing. On this topic, both children and adults can have the same physical feelings, memories or associations, and then through a sudden turn, it successfully changes people's perception from worry and fear to warmth and fun.

These advertising contents, which are produced based on insights into users' specific lives, almost restore people's psychological or behavioral states at a certain moment in time, and often make people wonder, "Is there a surveillance camera installed in my home?" However, the delicate perspective they choose makes the audience feel that their behavior or psychological activities are understood by others, creating a feeling that "this brand understands me very well", thus developing a good impression of the brand.

The pictures in this article are from: IKEA official

Author | Wen Tao