From ecstatic goal celebrations to outbursts of rage - during the European Championship, the furniture in German living rooms has to withstand the emotions of the fans. Good thing the quality is right.
On Friday, the time has finally come. The European Championship kicks off in Germany. And not just in the stadiums and on the fan miles, but also in front of the televisions in the homes of millions of football fans.
With the campaign motto "Ready for the European Championship at home", IKEA is encouraging fans to celebrate the summer of football at home with other football fans just in time for the start of the tournament - and to let their emotions run wild, because whether it's a winning goal in the ninth minute of injury time or a great chance missed in front of an empty net, IKEA's robust furniture and home accessories can withstand even the most intense fan reactions.
Stefanie Albert, Marketing Communications Manager at IKEA Germany: "Our communication at IKEA is always inspired by real moments in our customers' lives. This includes the great emotions that football evokes in people. With this campaign, we want to celebrate the fan culture around the European Championship at home and at the same time prove the quality and value for money of our products by putting them through their paces in real fan life."
Stefan Schulte, Chief Creative Officer at thjnk: "Football is enthusiasm - and where there's enthusiasm, there's a bang. That's a good thing. Football's coming home, let's go!"
The campaign was launched in Germany on 10 June 2024 with DOOH and online display advertising on football portals and platforms, as well as moving image formats. In Austria, the campaign will run throughout the tournament as an online video, on social media and on TV.
Thanks to Drop Images and Stereo Films Berlin for producing and directing the video.