Ikea isn’t a model normally synonymous with luxurious, so artistic company Mom aimed to indicate off the design and high quality of its kitchen furnishings by inventing a fictional premium model with its personal business and influencer occasion.
The 30-second “Eureka Spiritis” spot is dripping with absurdity and pretension, with a lady enjoying a cello underneath the sunshine of a full moon as a spokesman offers a tour of a kitchen, mentioning that the mix-and-match doorways and drawers are assured for 25 years.
After which, the letters of the model’s title rearrange themselves to, “Shock, it’s Ikea,” as the person swaps his blazer for an Ikea yellow shirt.
Ikea tricked media and influencers into attending a Eureka Spiritis model launch in London Jan. 10, the place they acquired a have a look at the precise kitchen from the TV advert. The marketing campaign formally kicked off throughout the U.Okay. Jan. 11, operating throughout video-on-demand, Pinterest and Meta, in addition to in shops and on ikea.co.uk.
The model additionally enlisted etiquette skilled William Hanson to develop a 30-second TikTok hero movie explaining tips on how to use an Ikea kitchen. A set of three 10-second edits concentrate on Ikea’s high quality, design and repair.
Ikea hopes that bettering perceptions of these three pillars will improve kitchen gross sales. Past measuring key enterprise metrics, the model will even monitor the cultural and social influence of the marketing campaign.
“Kitchens are on the coronary heart of each residence and, via this marketing campaign, we wish to present that Ikea kitchens are fashionable, sensible and constructed to final by debunking some frequent misconceptions,” Ikea UK & Eire advertising communication supervisor Kemi Anthony mentioned in a press release. “With our playful ‘Eureka Spiritis’ misdirect, we wish to give customers a pleasing shock and put Ikea kitchen’s design, high quality and experience entrance and heart of the dialog.”
