IKEA
For various reasons, people put off upgrading their furniture. But by holding on to old furniture, they’re missing out on making new memories with new furniture.
What’s Your Couch Story? #Ikeacouchchronicles
Allow us to seamlessly introduce Ikea Elevate using one element: the couch.
Use #IKEACouchChronicles on different social media platforms for engagement.
Use AR to expand the campaign Out of Home.
Finish with an experiential pop-up with surprise guests while introducing Elevate.
Experiential pop-up IKEA Maze will appear in prominent cities where Millennials reside
Friends actors will randomly appear to act using people’s favorite couch stories as inspiration, shared via Twitter and Instagram.
Old Friends couch will get swapped out for a new Elevate couch at the end to represent adulthood and elevating.
In the end, visitors will be taken to the Elevate showroom and catalog area.
Why Friends?
Friends play an important role for Millennials and Gen Zs in terms of maturing and transitioning to adulthood at a point of extreme cultural shifts due to transformations in technology, the economy, and culture.
Friends are known for their couch from the intro and from Central Perk.
Being an adult doesn’t have to be boring. Friends are a reminder of this. Keeps it light and fresh.
Strategists
Beka Carson, Amanda Gonzalez
Art Directors
Malva Estay, Michele Mardorf
Copywriters
Hannah Portia, Zachary Sterman