A cheeky social media Russia 2018 ambush campaign from Ikea sees the furniture and homeware behemoth roll out a set of cheeky tweets aimed at fans, non-fans and rivals
The tactical initiative, which rolls out on 19 June, sees Ikea acknowledge that the World Cup often totally divides the living room and the brand is promoting a set of ‘flexible’ couches to reflect these rivalries.
The Dekajtig couch has a simultaneous forwards/backwards facing arrangement which enables a household occupant to turn their back on the TV completely – for those who aren’t into the football.
While the Vallentuna sofa is a three seat modular arrangement which can separate into different sections to accommodate opposing factions in the family supporting rivals teams.
Not into the World Cup? Ikea has 'flexible' sofa ideas for you in ads by Akestam Holst: IKEA has something for those who love — and those who loathe — the World Cup. Cheeky tweets are aimed at fans, non-fans and rivals https://t.co/pcLWTVoJOE pic.twitter.com/Vb1r3aEVVl
— Marcus Myles Media (@MarcusMylesM) June 22, 2018
The simple insight behind this tactical social campaign is that the World Cup means rivalry and also some people re simply aren’t interested in football fever.
The ads were developed in harness with Swedish agency Akestam Holst: presumably both the brand and the agency are on the same side and were similarly upset when the Swedish side was eliminated by a last minute German goal during the group stages.
Comment:
Ikea has built a strong reputation for cheeky, topical social posts and this World Cup social series continues that heritage.
Previous examples of this tactic include when the brand’s home nation Swedish arm has adopted a similar ambush approach when it mocked Italy when the country’s national team failed to qualify for Russia 2018.
Swedish furniture store #IKEA mocked the #Italy World Cup exit with a new ad https://t.co/9yRTiNYaaI #Azzurri #Sweden #ITASWE pic.twitter.com/F5PIAzXb2h
— footballitalia (@footballitalia) November 14, 2017
Links:
https://www.facebook.com/IKEAUK
https://www.instagram.com/ikeauk/
https://www.pinterest.co.uk/IKEAUK/
https://www.youtube.com/user/ikeauk
Akestam Holst
