IKEA is presenting their new Trähus line, a Winter collection inspired in nature and a traditional style decoration. The new thing about this collection is that it’s limited edition, and that´s exactly what IKEA is triying to get across with their new advertisement campaign.
IKEA decided to emphasize on the fact that the line would only be in stores for a short time and that they would be available since the first of november, but they decided to incorporate a musical style to their message.
The campaign is composed of two televisión advertisements which focus on the temporality of the lines using folk and bachata musical messages as if the singers were customers which are emotively saying goodbye to the Trähus lines, wishing that they had stayed in the stores for longer. In the clips, the slogan is: “Beautifull, unique, but if you don’t hurry up, they will go for ever.” Romantic goodbyes always work!
In my opinion, even if the furniture and styles of the line are not shown in the advert, the way of getting the message across is so original and innovative that it imedeatly catches your attention. It is designed to focus on the temporality rather tan the natural style, as IKEA marketing specialists have considered that there are many other collections inspired on this, and something new was needed.
M for Marketing 