Under the Mess|短视频|广告营销案例【ADGuider广告指南】

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在混乱中

案例简介：产品照片展示了宜家产品的种类、颜色和设计。一个新的品牌标签总结了这场运动: “如果你不为自己做，至少为他人做”。这既提醒了人们改善生活空间对所有生活在其中的人来说有多重要，也提醒了人们宜家让生活变得更好有多容易。上下文宜家是一个与众不同的品牌。宜家在法国已经做了 20 年不同的事情。宜家本可以像其他经销商一样庆祝生日，相反，宜家是忠于自己的。宜家正在彻底改变其沟通方式。哲学/解决方案在活动中，语气的变化和幽默的使用旨在沿着品牌形象前进，并与年轻观众重新接触。当宜家来到法国时，一个目标几乎没有离开他们的婴儿车，他们在宜家设备齐全的房子里长大，并且倾向于认为宜家是为了他们的父母。新的活动传达了一个信息: “整理”。宜家业务的核心是一个关键的市场问题: 为小预算的人和小空间的年轻人提供合理的解决方案的制造商。这种风格是清醒的，极简主义的，就像一个在 “民主设计” 中成名的制造商所期望的那样。

在混乱中

案例简介：The product shots illustrate the variety of IKEA products, colours and design. A new brand tag-line sums up the campaign: "If you don't do it for yourself, at least do it for others". Both a reminder of how important is to improve one's living space, for all of those living in it, and a way of saying how easy it is with IKEA, to make life better. Context IKEA is a brand apart. IKEA has been doing things differently for 20 years in France. IKEA could have celebrated its birthday like any other distributor, instead IKEA is being true to itself. IKEA is making a radical change to its communication. Philosophy/Solution The change of tone and use of humour in the campaign intends to move along the brand image and renew contact with a younger audience. A target barely out of their prams when IKEA arrived in France, who grew up in IKEA-equipped homes, and who is inclined to think IKEA is for their parents. The new campaign communicates a single message: "Tidy up". A key market problem, at the heart of IKEA's business: a manufacturer with rational solutions for people with small budgets and for young people with small spaces. The style is sober, minimalist, as one would expect from a manufacturer who has made its name in "democratic design".