New product line launch: 1 Week

 

The launch

IKEA released a new luxury line of living room furniture called Elevate. The high-end line includes sofas, rugs, coffee tables, and side tables. Price point for these products are significantly higher than traditional IKEA furniture but still more affordable than higher end competitors. The ask was to drive awareness and sales of the new Elevate products. The challenge was changing the perception of the “first-apartment, college-student” furniture well-known to IKEA, to a superior, more luxurious line of furniture called for the Elevate launch.

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The Audience

25-35-year-olds that live in a metropolitan area and are busy working professionals. Our audience has moved past the stage where they live with multiple roommates and a mismatch of inexpensive furniture. This new target is capable of affording their first set of “real” adult furniture. They are more settled and making the next steps in their careers or relationships, however, they don’t fit into the “status quo” of typical adulthood. We christened our audience as the “Rule-breakers”.

 

The “Rule-breakers” scoff at the idea that they must have children now that they have gotten married, or, they disagree with the idea of marriage altogether. Why must a piece of paper determine their commitment as a couple? For many of the individulas in our audience, the true sense of belonging occurs among the communities where they're understood and welcomed by 'their people'; where they can really be themselves. They defy social norms but the elusive feeling of belonging can be even harder. IKEA needs to communicate that they understand our audience and welcome them with open arms.

Insight

Today’s adults are shattering the social-norms around a “traditional life-path”.

 

Strategic Idea

IKEA Elevate is the only brand for the unconventional adult. IKEA is home. 

 

Reasons to believe

IKEA has always refused to conform to industry standards and IKEA’s new line is no different.  IKEA Elevate breaks rules by providing a luxurious furniture line at an affordable price.