The Situation 

IKEA is launching a new luxury line of living room furniture called, “Elevate.” The line consists of sofas, rugs, coffee tables and side tables. While the price point for these products will be significantly higher than traditional IKEA furniture, they will still be more affordable that higher end competitors and came to us to create a campaign that would both drive awareness and sales of the new Elevate line.

The problem is, consumers feel like they outgrow IKEA as they get older, and they stop seeing it as a viable option when they move past their early twenties. So, it’s our job to not just launch this luxury line of living room furniture, but in the process, change the perception of IKEA as a brand that’s only for the “young and broke.”

The Audience

Our audience is the maturing IKEA loyalist who is looking to update their home as they grow up. 

At 21, they were Juniors in college, probably living in an apartment with three roommates and a dog. Money was tight, and they might have bought their mattress from the person who lived in the room before them, but they bought the bed frame from IKEA. Even at this age, they loved minimalism and simple designs, but what they loved above all else was a bargain, and while at other stores they had to pick and choose, at IKEA they could have both. 

However, now, they’re 25 - 35 years old. They might be newly married or could still be living alone. They have a steady income now and can finally splurge on that stand mixer they always wanted without breaking the bank, but they still have that IKEA bed frame from college. They think of their homes as sanctuaries after a long day, and are still cost-conscious with their choices, but are open to spending more as they enter this new stage of their lives.