IKEA Canada is tapping into the reality that people are spending less time at home and calling on families to make the most of that precious time together, preferably around one of its couches or kitchen tables.
The global furniture retailer has launched the #EverySecond campaign to try to get Canadians thinking about spending quality time together, then share how they’re dong it through video and photographs. That content will become part of phase two of the campaign including print, social and out-of-home ads as well as a second national TV spot to air in the coming weeks.
The campaign, specific to Canada, is targeted mainly at women 25 to 54, who tend to do most of the furniture shopping, but is meant to engage all Canadians, said IKEA Canada president Stefan Sjöstrand.
“Today it seems like we are busier than ever before, which means time spent at home with family is shorter. But, that doesn’t mean people aren’t spending quality time together,” Sjöstrand told Marketing in an email. “It just means the time we have together is more precious than ever before and we’re for celebrating all of these moments at home.”
The campaign follows IKEA’s “House Rules,” campaign which focused on how people are living between their own four walls. Before that, in 2011, IKEA launched its “Long Live the Home” campaign, which it said was its first effort focusing on the whole home and life in it.
“We see the #EverySecond campaign as a natural progression and taking it a step further with both conversation and having user-submitted content. Demonstrating that we both understand and appreciate what is important to people’s lives at home,” Sjöstrand said.
Ad agency Leo Burnett Toronto developed the campaign creative, while Jungle handled media buying. The first phase of the campaign includes a 60-second spot that aired in cinemas over the holidays and a 45-second TV ad that was unveiled during the Golden Globe Awards show on Sunday night.
IKEA Canada said this campaign marks the first time they’ve used consumer-generated content to make their ads. Its website has a frequently-asked questions section for people who want more information on what content they can send in, what size and format and how to upload it.
The Canadian campaign comes as IKEA Canada is set to expand its footprint across Canada from 12 to 24 stores by 2025.
“One of my assignments was to make IKEA more accessible for Canadians, so we started to deeply analyze the market,” Sjöstrand told Marketing last month. “When we really dug into it… we could see that the potential is here for us.”
