Ikea's New Campaign

Ikea has a new theme that states, "Home is the most important place in the world." I think that this was really smart of the company to use this theme, because a person's home is one of the most important things to them. They are using this campaign worldwide, which allows for them to be able to concentrate on better ads, since they can send it out all at once. Even the website looks very similar between countries. The American version of the website is almost identical to the British version. But, although they have the same concept they take two different approaches. Americans have a nationwide photo project going on where photographers have to capture the nature of home. It is called America at Home 7 Days. The British on the other hand are taking the route of making your own home feel special to you, and make it the best place that you like to be. Their campaign is called Not Going Anywhere. I think that this helps strengthen their argument that home is the most important place in the world, because although they are using different campaigns they have a common idea and goal.

Brain Solis who is a blogger, wrote a blog titled, Conversational Marketing Versus Market Conversations which relates to the new Ikea campaign ad. Ikea has taken a different approach than they used to have. They use to be fun and exciting, only trying to get the idea across that if people bought there products that they would be fun and exciting. Now they have taken a more personal approach. Like Solis said they are starting to think in "Conversations." They are reaching people's inner feelings, which in turn makes there consumers have a better bond with the company.

Ikea is using a unique approach in there new campaign. They really capture web 2.0 and use it to there benefit. From a pr standpoint there website is designed nicely and does a good job of showing everything that you can get from the store. Also, with there commercials and other websites that they have put up they have really made it easier for their fans and buyers to keep up with them. They really do have a great marketing stategy and a good concept of the importance of making sure their consumers really do feel at home.