IKEA UK Taps into the Art of Napping for an Advertisement
Kalin Ned — September 27, 2018 — Art & Design
References: ikea & designtaxi
IKEA UK zeroes in on specific products with an ad that embraces the art of napping. In 2018, the megastore is "venturing away from its traditional room-specific focus" and instead focusing on smaller pieces. This technique calls attention to specific furniture pieces and, in a way, enables the consumer to better visualize the piece in their own space instead as a part of a foreign whole.
IKEA UK's commercial also taps into a very personal and comfort-inducing activity. The video exhibits the tranquil and revitalizing qualities of the art of napping and features a voiceover that softly communicates "Wonders can come out of the blue." The ad features a woman tossing pillows onto a couch. magically transforming into a cat and taking a sublime nap on the comfy IKEA couch.
IKEA UK's commercial also taps into a very personal and comfort-inducing activity. The video exhibits the tranquil and revitalizing qualities of the art of napping and features a voiceover that softly communicates "Wonders can come out of the blue." The ad features a woman tossing pillows onto a couch. magically transforming into a cat and taking a sublime nap on the comfy IKEA couch.
Trend Themes
1. Nap-friendly Furniture - Opportunities lie in exploring designs that prioritize comfort and relaxation in furniture products.
2. Small-scale Product Focus - Businesses can tap into specific products and effectively communicate their value to potential customers through targeted ads.
3. Tranquil Branding - By focusing on feelings of calm and relaxation, businesses can appeal to consumers seeking stress relief in their everyday lives.
Industry Implications
1. Furniture - Furniture companies can innovate by offering products designed with the nap experience in mind.
2. Marketing - Marketers can create effective campaigns by targeting specific products rather than entire room setups.
3. Wellness - Businesses in the wellness industry can leverage the emotional benefits of napping and relaxation to market their services and products.
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