IKEA's #EverySecond Campaigns Encourages Families to Interact
Katherine Pendrill — July 11, 2016 — Marketing
References: youtu.be & marketingmag
Earlier this year, IKEA Canada launched its #EverySecond campaign in an effort to change the way consumers think about spending time with their families. With families are spending less time at home than ever before, there is a growing emphasis on making the most of those rare moments spent together. This campaign reminds consumers about the importance of making memories together in the home.
The #EverySecond campaign involves a commercial, print ad and social media component, all of which are focused on the way families spend time together at home. The #EverySecond commercial features a series of different families, each of which bonds with one another over classic IKEA pieces such as the dinner table and couch. Each home in the ad is left empty during the day, emphasizing the need for families to make the most of their time together at home. As IKEA Canada president Stefan Sjöstrand explains, "the time we have together is more precious than ever before and we’re for celebrating all of these moments at home."
The #EverySecond campaign involves a commercial, print ad and social media component, all of which are focused on the way families spend time together at home. The #EverySecond commercial features a series of different families, each of which bonds with one another over classic IKEA pieces such as the dinner table and couch. Each home in the ad is left empty during the day, emphasizing the need for families to make the most of their time together at home. As IKEA Canada president Stefan Sjöstrand explains, "the time we have together is more precious than ever before and we’re for celebrating all of these moments at home."
Trend Themes
1. Emphasizing Family Time - Opportunity for furniture brands to create campaigns that highlight the importance of spending quality time with family in the home.
2. Memorable Home Experiences - Opportunity for businesses to innovate and offer products or services that enhance memorable moments families can create in their homes.
3. Marketing Through Emotional Connections - Opportunity for marketers to tap into consumers' emotions and create campaigns that evoke a sense of nostalgia and strengthen family bonds.
Industry Implications
1. Furniture Retail - Furniture retailers can take advantage of the emphasis on family time by curating collections that promote shared experiences and quality family moments.
2. Home Entertainment - Opportunity for home entertainment companies to develop innovative products and services that enhance family interactions and create lasting memories.
3. Advertising and Marketing Agencies - Marketing agencies can assist brands in creating emotionally resonant campaigns that highlight the importance of family connections in consumers' daily lives.
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