In response to the pandemic and rising global inflation, IKEA Sweden introduced 600 new products and lowered prices on over a thousand items. At TGE, we crafted the “Good News” campaign, putting IKEA products at the heart of everyday home life.
IDEA
The campaign took a playful, ongoing approach to emphasize that the “good news” keeps coming. With each price drop or product release, we updated the campaign with fresh twists, creating a sense of continuous discovery and positivity in daily life.
ATTENTION
We created stories that began by showing the vibrant complexity of life at home. Then, we zoomed in on specific products, capturing their detail and beauty to show how they shape everyday experiences. The mix of simplicity and design allowed the products to shine in a real-world context.
DESIRE
By focusing on the affordability and impact of new products, the campaign fostered a sense of relief and excitement. IKEA products were presented as the heroes of home life, demonstrating how they make everyday living easier and more enjoyable.
MEMORY
The “Good News” campaign stood out for its relatable visual storytelling and focus on affordability. It connected with consumers by showing how IKEA’s thoughtful design elevates daily life, especially during challenging times.
