IKEA has launched its latest brand campaign, ‘Do Try This at Home’ locally, through global agency McCann Worldgroup.
Rolling out in Australia this week, the campaign marks a first for IKEA Australia, as it debuts the same creative used in the 31 markets also within the Ingka Group, IKEA’s largest franchisee and co-creator of the campaign.
Directed by Filip Nilsson from Sweden and featuring the track Come On! by Swedish band The Hives, the campaign encourages audiences to try new experiences within the comfort of their homes. Its tagline playfully subverts the traditional “do not try this at home” warning.
The campaign’s room settings were designed by the IKEA Spain home furnishing and retail design team, based on real homes.
The campaign also draws inspiration from insights found in IKEA’s Life at Home Report.
For the Australian market, the report highlighted 43% of people are concerned with household finances and disposable income, while 38% worry about the state of the economy.
However, the report shows Australians will prioritise spending on at-home entertainment, as indicated by an 8.6% year-on-year increase.
The work also comes off the back of IKEA Australia’s commitment to invest $125 million over the past year to reduce the prices of over 3,000 items to pre-pandemic levels, addressing the cost-of-living crisis.
Some of its most popular products have seen price reductions, resulting in savings of up to 20% for customers, according to the home furnishings retailer.
Licca Li, growth and marketing manager at Ingka Group, said, “Do Try This at Home brings a bit of rebellious spirit and allows us to inspire people to view home in a different light – to see it as a driver of happiness without it being connected to increasing costs.”
Erin Falconer, head of marketing communications at IKEA Australia, said the campaign is a reflection of the brand’s longstanding ethos.
“For more than 80 years, IKEA has been a home furnishing rebel, helping people to break the rules and constantly look for new ways to create better homes.
“Our affordable, quality and functional products offer endless possibilities for people to create homes that bring excitement to everyday life, even when times are tough.”