IKEA’s ‘LIKEA’ Campaign – A Playful Redefinition of Home Living
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Raven Ruma
- . August 14, 2024
- . Update: August 14, 2024 7:34 pm
In a first step towards redefining Bahrain’s position in the Middle Eastern market, IKEA Alsulaiman has initiated a creative social media campaign for the country working with Memac Ogilvy KSA. Under the name “LIKEA,” this project cleverly weaves IKEA’s broad product line into the fabric of common idioms, therefore sparking a fun and intriguing conversation among customers on the brand’s potential for their homes.
Coordinating Trade and Culture
As said by Rami Rihani, the Acting Chief Marketing Officer for IKEA Alsulaiman in Bahrain and Saudi Arabia, their goal transcends mere furniture to include improving daily living. This campaign moves that ethos one step beyond mere consumer needs. Instead, it aims to motivate and inspire a better living experience directly in every part of their houses. The campaign begins a conversation with consumers by creatively inserting IKEA products into well-known words, therefore allowing people to see their homes from a new angle.
IKEA in Residential Areas
Rihani emphasizes that the “LIKEA” campaign supports IKEA’s ability to fulfill everyday goals since it is aimed to bring the company closer to the daily life of its consumers. Not merely about promoting furniture, the campaign is about proving IKEA as a facilitator for reaching the goals and ambitions of its customers. By effectively embedding the brand into the way of life of their target market, this strategy helps IKEA to be seen as a fundamental part of their house and life.
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Encouraging Participation Through Research
Among its more innovative elements is the way the “LIKEA” advertisement uses well-known words in unexpected locations. This approach generates interest and inspires participation, therefore turning the campaign from a simple marketing tool into an interesting and interactive experience for the viewers. By use of imaginative translation of these words, IKEA not only emphasizes the flexibility of its products but also invites consumers to participate in a joyful remodeling of their homes.
Last Thought: An Original View on Home Life
The “LIKEA” campaign of IKEA Alsulaiman and Memac Ogilvy KSA presents a different perspective on how a global brand may localize its message and have a major impact in a certain market. Using social media’s strength and the familiarity of common idioms, IKEA has produced a unique advertisement challenging their audience. It invites customers to view IKEA as a partner in their road toward a better living rather than merely as a furniture supplier. This project sets a benchmark for how businesses could creatively and effectively engage with their customers to leave a lasting effect in their hearts and mind.
