Marçal Valls’ Post

Low price with a meaning 🇸🇪 - in 5 min.

A decent portion of a strategist’s existence is consumed by searching for truths — human, category, and brand truths. But that’s not enough. Truths will only take an advert to ‘good’. To get to GREAT advertising you then need to present it in an interesting and breakthrough way. The IKEA campaign below (which won a GOLD in Cannes this year), is a masterful encapsulation of doing that. https://lnkd.in/eM5WvS5g #advertising

“Diversity: the art of thinking independently together.” - as Malcom Forbes stated. This quote is suitable for the IKEA’s Ad campaign, launched this winter. Firstly, let’s take a look: https://lnkd.in/e4PHdTB2 What we can observe: - The campaign was launched by Canada and it is not the first time for this office to create a memorable #customerexperience. The ‘Bring Home to Life’ initiative (under which the campaign was launched) is reconsidering the feeling of cozy home in the perspective after COVID-19 pandemic. Now, your house is the representation of your view on life, your vision and #aspirations; - The idea is simple: we are all have ups and downs, but what we can do to feel better? Make out houses the best place to rest after a hard long day; - Troll is a metaphor of every person, of us. Sometimes we are all grumpy and moody adults. And IKEA knows it, creating a unique emotional #connection between customer and brand; - The #promo used iconic products that come to mind when thinking about the company - Frakta carrier bag and Ranarp LED-lamp. An interesting way to remind about classics! Conclusion: A #storytelling technique now is a great way to step up and bring attention to the brand identity from different perspectives. Besides, the emotional part of advertising is worth-paying attention to, as it builds strong ties between company and its audience. From now I want to do a special rubric every two weeks, where I will share some insights and analysis of ads, which we come across daily. This may help with creating a vision and provide ideas for future projects. I will appreciate any suggestions to analyse further!

Second Best but First in Love! Yes! IKEA's latest campaign is exactly this. It’s not just assembling pieces; it's piecing together heartwarming stories of parent-child relationships! In a world obsessed with being the best, IKEA takes a step back, claims second best, and wins our hearts in the process. When I get a chance to go through such campaigns, I feel so joyous about how brands invest a lot of time and effort in bringing out the best to their audience. I cherish the fact that I am associated with such a profession that teaches me everyday. So, here's why campaigns like these are the true winners in marketing: 1️⃣Emotional connection: By showcasing the genuine love between parents and children, IKEA creates an emotional bond with its audience that goes beyond the product. 2️⃣Relatability W=wins: Claiming second best is not a setback; it's an acknowledgment of real-life moments. This relatability resonates with customers, making the brand more approachable and trustworthy. 3️⃣Memorable storytelling: In a world filled with ads, storytelling is the secret sauce. IKEA crafts a narrative that goes beyond showcasing furniture; it narrates stories that stick. "IKEA - Where Second Best Feels Like the Best Hug! 🤗 Don't just assemble furniture; assemble heartwarming moments. We may be second best, but we're first in creating memories!" Examples that Hit Home 1. The "Almost Perfect" Sofa: IKEA's campaign features a sofa that's not perfect, but it's the cozy spot where bedtime stories are read and laughter echoes. It's not just furniture; it's a stage for family tales. 2. The "Kinda Perfect" Dining Table: Sure, there might be a scratch or two, but it's the place where homework gets done, and celebrations happen. It's not just a table; it's a witness to family milestones. In a world bombarded with perfection, IKEA's campaign reminds us that the heart of a home lies in imperfectly perfect moments. What are your thoughts on the campaigns that resonate with you on a different level? Let’s start a discussion. https://lnkd.in/gJV4bVye

Ever wondered how a brand can win hearts without showcasing its products? Ikea's Mother's Day ad campaign is the perfect example of this marketing magic. Ikea's Mother's Day ad campaign broke all the marketing rules, and it's brilliant. The series of videos, each titled "Proudly second best," captured heartwarming moments between parents and children. But here's the twist: the spotlight wasn't on Ikea's furniture. Instead, it's deliberately left empty in these scenes. Why? Because Ikea puts values before products. They celebrated the precious bond between parents and kids, valuing relationships over material possessions. In a world where brands often focus on pushing their products, Ikea's approach was refreshingly different. They were not just selling furniture; they championed humility and authenticity. This campaign speaks volumes about Ikea's commitment to its customers and the values it stands for. It's a lesson for every brand--sometimes, being the best means celebrating being second. Kudos to Ikea for this incredible campaign! What do you think about this unique marketing strategy? Please share your views in the comments below and discuss how values can drive brand success in today's competitive market. #BrandValues #Ikea #MarketingStrategy

Life isn't always picture-perfect, and Ikea knows it. Campaign of the Week #12: Life is not an Ikea catalog / IKEA / Norway In it's latest campaign, Ikea Norway takes a bold step to acknowledge the messiness of real life in our homes. Moving away from the curated, perfect images of homes we often see in marketing, Ikea instead is giving us a glimpse of reality. These refreshing ads show that life sometimes involves unexpected surprises - from barfing incidents to pets that couldn't care less about your carpet. And aptly, the tagline is, "Life is not an Ikea catalog". Ikea's message is clear: their products are designed to handle the everyday chaos of life. Their furniture is built to withstand the spills, messes, and surprises that come our way. "Life isn't always neat and tidy, so we think it's great that the campaign can reflect just that.", said, Annika Morch Asté, head of marketing communications at Ikea Norway. #Ikea #creativity #marketingcampaign #marketingcommunity

Reactive marketing can be so fun and playful :)

As consumers become increasingly aware of the need to be more sustainable, they seek products and services that align with their values. Conscious consumers look beyond the immediate features of a product, focusing on aspects such as its environmental impact, packaging, and ethical production. Although conscious consumerism isn’t a new phenomenon, its prominence has risen in recent years in retail, where over 60% of US customers would pay more for a product with sustainable packaging. Today's customers are no longer willing to ignore the negative impact retailers have had on the environment. For retailers to succeed, they must anticipate and respond to this shift in consumer attitude. https://lnkd.in/g-ymUcyh #SustainablePackaging #SmartPackaging #InnovativePackaging #Transbuyer #itsallaboutthepackaging #MarketingThruYourPackaging #WhatYourPackagingSaysAboutYourCompany #Branding #TheConsciousConsumer At Transbuyer.com we help brands transform their product packaging to increase their brand visibility. How does your brand stand out compared to other products on the store shelves? In the ever-increasing e-commerce landscape, how do you increase brand recognition for your products and brand over the myriad of products on offer online? TransBuyer assists brands to stand out from the crowd and for consumers to develop recognition and repeat sales for products. Increasingly, packaging design is a vital area for brands to communicate positively with consumers and this is where we excel. Contact us for more details.

Going #glocal happens when a brand maintains consistent brand identity and core brand values across the globe while delivering to local customer needs and preferences at the same time. That’s exactly what #Gantrex #BrandMarketing is delivering. It takes #brandpower with strong local teams to be successful at #glocalization.