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IKEA WITH YOU.
MULTIPLE OWNERS
RUI WANG; ZHONGYUE MA 2021
OVERVIEW
DESCRIPTION
This academic project is ideated and developed by Rui Wang, Zhongyue Ma under the guidance of Prof. Gauri Misra-Deshpande in her Creative Copywriting class. The project was a data-driven ad campaign.
STRATEGY
The young but maturing urbanites who enjoy active lifestyles find out their colorful lifestyle and see IKEA as part of their life. IKEA has always been with you. We want to tell a brand and product story, maintain the brand image through this campaign. Create a campaign that highlighting the simplicity and comfort of IKEA products, the customer can feel that they become caring for you like family and friends. The younger generation needs a sense of belonging that comes from home & family.
TARGET AUDIENCE
Digital Dependents (G24): Younger, cutting-edge singles living in mid-scale metro areas balancing work and leisure lifestyle.
31-35 years with one-person household
Estimated household income between $50,000 and $74,999.
Key features: Single City dweller, Highly educated, Upwardly mobile, Professionals, Physically fit, Foodies.
Urban Ambition (G25): Younger, up-and-coming singles living big city lifestyles located with top MSA markets
25-30 years with one-person household
Estimated household income between $100,000 - $124,999.
Key features: Progressive views, Urban-dwellers, Highly educated, Ambitious, Environmental advocates, Exercise enthusiasts.
Colleges and Cafes (O53): Young singles and recent college graduates living in college communities.
19-24 years with one-person household
Estimated household income less than $15,000
Key features: University towns, Singles adults, Risk-takers, Active lifestyles, Well-educated.
MEDIA CHOICE
OOH Ads
MULTIPLE OWNERS
Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.monocruiwang.com/
Zhongyue Ma, M.F.A., Advertising, Savannah College of Art and Design
OUTCOMES
Copy (Tagline & Headline)
Tagline: Ikea with you
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The softest place for goodnight cuddles. (Dvala sheets make for 60% of the bedding sales the world over.)
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Giving you that warm hearty feeling when you’re hungry. (25-year free warranty, giving you a long-term company.)
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Roll, step, dance, jump, sit, squat, pushup on me, need I go on? (140 styles for you to choose from)
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Shielding your sofa from being attacked. (IKEA hangars and storage comes in a variety of colors and materials)
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The ship that takes you to dreamland comes in different sizes. (IKEA has 174 kinds of beds for every kind of sleeper.)
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One sofa bed, different personalities. (IKEA sofabeds offer 35 different ways to save space and be comfortable)
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Billy has seen you through romance novels and molecular cell biology. (60 million units of Billy bookcases have been sold across the world.)
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The best beautician for foodstuff. Make your food aged slower. (The IKEA series of food containers are designed to prepare for lunch in the 7 days.)
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IKEA accompanied you to every corner. Giving you the freshness of life in a small space. (445 IKEA stores worldwide.)
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The best friend to accompany your growth. (Since 1988, Ikea soft toys have donated more than $200 million to UNICEF programs.)
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What makes you excited about is not only the beautiful curves but also the romantic hearts. (87 kinds of glassware to meet your every occasion.)
OOH Ads (Click to view)
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