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Although I’m sure the majority of already have seen the advertisement because in my opinion, Ikea nailed the target audience for their campaign. The young trendy enthusiasts who would follow Apple’s launch announcement is the ideal target audience for Ikea. This group was excited about Apple’s long-await launch announcement held on September 9th, 2014. Throughout the day on September 9th, I noticed my peers efficiently utilizing their multi-tasking skills to take class notes while watching Apple’s announcement on the sidebar in real-time.
Similar to Oreo’s campaign that was launched within minutes after the superbowl power outage in 2013, the timing was perfect. This brings us back to the importance of timing in every campaign. Although Ikea’s campaign is not a response to Apple’s launch announcement, it is timed to launch during a period where there is hype around Apple.
Moreover, as the target audience of Ikea (the first place I would go furniture shopping is definitely Ikea), I found the ad entertaining. It struck an interest for me, where I gained awareness for Ikea’s catalog. However, if the point of the campaign was to initiate behavioural change (of me grabbing a catalog in-stores, or subscribing to the mail list), then I’m not sure that the campaign did its job. Maybe Ikea’s intent was not to trigger behavioural change. Maybe its intent was simply to enforce Ikea’s brand image of the hip, trendy furniture store. What do you think?