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宜家80周年首个全球营销:打破家中这些禁忌

Jimmie 2024-02-27
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梁玟玟 自由撰稿人 关注
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案例评分: 9.1 分 / 共15人评分

最近,「宜家」在庆祝80周年时推出了首个全球广告活动,营销人员希望采用统一的方法来帮助全球各地的消费者,应对通货膨胀带来的生活成本危机。

 

《Do Try This At Home》将注重价格优惠的策略转化到营销领域,分享了人们可以借助「宜家」实现自身爱好和激情的故事。这个品牌创意概念首先在意大利、比利时和芬兰推出,未来几个月将扩展到其他市场。

 


该广告活动中的每个小插曲都是为了打破“不要在家里尝试”的禁忌,比如严格按照食谱做菜或不惹麻烦。充满活力的广告片段描绘了一位老年人在复杂的电脑设置上玩游戏,以及一个成年人和一个孩子在客厅里练习空手道,然后变成了动漫角色,还有其他故事。每个情景突出了不同的「宜家」产品,这些产品有助于这些活动,并突出显示了价格标签,以强调价格实惠的主题。

 

Ingka集团的增长、营销经理Licca Li在一份声明中表示:“这项广告活动是支持我们客户的又一步,为他们提供家居如何激发激情的灵感,让他们以实惠的方式开始挑战边界。”据悉,Ingka集团是全球最大的「宜家」特许经营商,约占总销售额的90%。

 

「宜家」与其他零售商一样,正在解决许多消费者感受到的经济压力,尽管通货膨胀有所缓解。《Do Try This At Home》背后的概念是基于营销团队的一项调研,研究发现52%的受访消费者将家视为他们最喜爱的地方,但有40%担心财务和可支配收入。

 

这项倡议是「宜家」与麦肯McCann World group合作的首个创意成果。过去在Ingka集团运营的31个国家/地区,「宜家」与一系列代理公司合作,但现在正在将工作集中在麦肯公司下,同时仍与一些其他本地市场营销服务代理商合作。据悉,「宜家」业务由麦肯西班牙办事处主导。

 

麦肯西班牙首席战略官Agustín Soriano在一份声明中说道:“这种新战略方法基于人们在经历了几年的持续消极情绪之后,追求幸福的需要,就像我们所有人都已经经历了几年的‘危机’情况一样。我们所有人内心都有一种叛逆的精神,寻找以负担得起的方式在各个方面庆祝生活,尽管全球范围内的消费者都在减少‘奢侈’开支。”



*文章视频/图片来自宜家

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产品名称

家具、家居产品

所属行业

家居、家电

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所在地区

欧洲

时间

2024-02-27

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