IKEA ELEVATE

Ask: Raise awareness of IKEA's new "Elevate" collection and shift brand perception.

The Situation: COVID has changed the way people think about where they need to live, and it's changed their definition of home. Daily Zoom calls now mean letting your boss, and strangers, into your home. An unlikely scenario for most employees up until then. During these times, home became the office. For the people who left the cities for the suburbs searching for more space, there was now a need to get new, better furniture they were happy to have.

Target Audience: 25-44 yo reaching several milestones like newly married couples, first time homeowners and the ones looking to upgrade their furniture. Those who, as they grow up, feel like they've outgrown IKEA since they view it as the inexpensive furniture they owned during college, or the brand they could afford when they moved to their first apartments. They now feel the need for their homes to reflect their personal accomplishments and these new chapters in life.

The Insight: People are celebrating life milestones from home.

The Strategy: IKEA "Elevate" is a high quality furniture collection that allows people to create a living space that reflects their life accomplishments. And accomplishments are worth celebrating.