Ikea elevate

In 2020 our world came to a halt, and for many Millennials, that meant putting major life milestones on hold. Our insight for this campaign honed in on the rise of “the new roaring 20’s” bringing newfound optimism post-pandemic, combined with the rising popularity of MCM/Art Deco decor. IKEA is unveiling their Elevate line - a new tier of higher quality products and a refined aesthetic. We found IKEA’s audience matures out of the brand by ~35, and doesn’t consider IKEA a quality brand that speaks to expressing one’s individuality. Our challenge was to drive awareness to the new line in a way “first nester” Millennials can relate to, and regain this audience’s loyalty as the perfect transitional furniture to bring their homes into a new era and beyond. Our strategy: Illuminate Elevate as the affordable, functional, aesthetic furniture of the new roaring 20’s.

OOH and social led the launch with glimpses of the new aesthetic, and taglines hinting to the 1920’s revival. We built an in-store surprise event through location based marketing when anyone arrives to IKEA. Once inside, customers receive a “golden ticket” invite to the new Elevate Showroom, complete with a VR experience. A collaboration with AirBnB brought people to experience IKEA Elevate before they fully committed to purchase. We wanted to make the decision to purchase easier and seamless, with QR codes that enter each item guests are interested in buying from IKEA x AirBnB into a cart and schedule the delivery for their return home.