IKEA Australia is running “Have A Gö”, an advertising campaign encouraging customers to “fight boring”. The television commercial at the centre of the campaign creates a battle scene recreating the atmosphere of Braveheart, taking the fight against boredom to suburban homes. Reactions to the ad on the IKEA Facebook page have mixed, with some concerned about the timing of the campaign around the wave of riots in the UK.
Click on the image below to play the video in YouTube (HD)
The Have a Go campaign was developed at The Monkeys by executive creative directors Justin Drape and Scott Nowell, creative director Leslie Ali, creatives Tim Cairns and Tim Green, and agency producer Thea Carone, digital creative Kristian Saliba, executive planning director Fabio Buresti, digital director Ben Cooper, strategic planner Fiona Lake, group content director Clare Jones, content director Kate Blackadder, content manager Ted Bergeronworking with IKEA Australia national marketing manager Rebecca Darley, advertising manager Ellie Quinti and marketing specialist Jacqueline Ling.
An electronic direct marketing casting call was sent to IKEA FAMILY loyalty card members in NSW to recruit thirty extras for the commercial. Within 48 hours of the eDM being distributed, IKEA received over 900 responses from IKEA fans, resulting in 50 IKEA family members starring in the final ad.
IKEA is developing a ‘Have a Go’ page on the Australia website offering consumers tools to experiment with products. Over the coming weeks and months, ‘Have a Go’ will be further brought to life through outdoor, print, radio, digital, social media and PR, resulting in a steady calendar of activity building up to the launch of IKEA Springvale, Melbourne on 8 September, the largest IKEA in the Southern Hemisphere which will be followed by the opening of IKEA Tempe, Sydney later in the year.