IKEA Allays Cat-astrophes Caused By Cute Little Devils In Playful Pet Campaign
Image courtesy of INGO Hamburg
Ever walk into your living room to find your favorite vase looking like a cat toy batting practice session? IKEA Al-Futtaim feels your pain. Its new campaign playfully uses the realities of pet ownership to highlight a key perk of its furniture: affordability.
The silly campaign, titled Don’t worry, you can afford it, features humorous visuals of everyday IKEA objects, erm, modified by mischievous cats and dogs—a tipped-over CHIAFRÖN plant pot, a scattered FÄRGRIK mug, a not-so-fluffy KÄRLEKSGRÄS cushion, and a toppled STILREN vase.
Video courtesy of INGO Hamburg
IKEA is a FÄRGRIK mug half-full brand, and while these relatable scenarios highlight what it’s truly like to have a fur kid, it cleverly reminds families that replacing these items won’t break the bank thanks to the furniture giant’s budget-friendly prices.
Image courtesy of INGO Hamburg
The endeavor aligns with IKEA’s mission of creating a better everyday life for everyone, furry companions included. It taps into the UAE’s booming pet market, valued at US$300 million with an estimated 1.5 million pet owners. And with the surge in pet ownership, comes a surge in, well, pet-related incidents.
Image courtesy of INGO Hamburg
“We are excited about this campaign, which, on one hand, brings the unskippable cuteness of pets, and on the other hand, challenges marketing conventions by showing the products damaged,” shares Tobias Ahrens, Global CCO of INGO Hamburg, the creative agency behind the campaign. “An honest story that refreshes the usual IKEA price communication style.”
Don’t worry, you can afford it will be rolled out across various media formats in the region, including out-of-home advertising, print publications, digital platforms, and IKEA’s social media channels. Its arrival comes just as the company prepares for the launch of its pet collection in April.
Remember, when life gets hectic at home, paws and smell the roses.
Image courtesy of INGO Hamburg
Image courtesy of INGO Hamburg
[via INGO Hamburg, video and images courtesy]
