Ad of the Week: Ikea, Second Hand Campaign

This campaign for Ikea from SMFB in Oslo uses a clever mix of social media and traditional ads to promote a message about the brand’s commitment to sustainability.

This campaign for Ikea from SMFB in Oslo saw the brand create a ‘digital flea market’ in an attempt to promote a message about its commitment to sustainability.

It’s easy to think of Ikea’s products as furniture that is tasteful but cheap, and not necessarily built to last. The Second Hand campaign attempts to subvert that image, by encouraging people to sell their old Ikea furniture when they purchase new products, instead of just taking it to the junk yard.

As the film below explains, the agency picked a selection of customers who wanted to sell their old furniture and then shot ads for the items as if they were new. These ads appeared online, on TV and in poster form. Each ad had the seller’s phone number included alongside the items for sale so they could be contacted directly, giving the ads a classified feel but as if shot on a big budget.

During the eight weeks that the campaign was running, the Norway Ikea Facebook page also operated a ‘digital flea market’ on Sundays, showing ads for other pieces of second-hand Ikea furniture for sale between the hours of 11 and 5pm.

All the furniture offered during the campaign was sold, and sales of new Ikea furniture also increased. The campaign offered a different way for the brand to interact with its customers, one that was useful as well as interesting, while also getting across the message that Ikea’s furniture is built to last. Well, a bit more built to last than we might have thought.

The film below explains the campaign in more detail:

Agency: SMFB Oslo
Creatives: Alexander Gjersoe, Hans Magne Ekre
Designer: Nicklas Hellborg
Production company: Animasjonsdepartementet, Factory

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