Everyone knows it: Sometimes you have one of those days when everything just comes together, where nothing is going right and you are completely overwhelmed. And in the end you're just happy to be home.
The new IKEA campaign under the motto “Finally with you. At home." dedicated to this special place. A place that gives us space and our needs – no matter what tricks the world outside plays on us.
Stefanie Albert, Marketing Communications Manager at IKEA Germany: “Home is so much more than the four walls in which we eat, sleep and work. Above all, it is this very special feeling that sets in when you open the door to the apartment. Especially after a hard day.” Stefan Schulte, Managing Director Creation at thjnk Berlin, adds: “Everyone needs a retreat and with IKEA everyone can afford one.”
The campaign will be launched on January 24th with the film in various formats. The video content is widely used on TV, online and in social media. Zauberberg was responsible for the production, Frieder Wittich took over the direction.
For the accompanying campaign shoot, thjnk was able to win over the Berlin photographer Marija Mihailova, who staged selected focus products in four key visuals in their function as the symbol for the feeling of home - in addition to the "I'll do that tomorrow carpet" there is also the "I-had-a-long-day-cinnamon roll".
As in previous campaigns, thjnk Berlin not only took on the role of lead agency for the German market, but also developed the strategy and creation for Switzerland, Austria and the Czech Republic.
Further integrated measures come from the IKEA agency pool:
MediaCom is responsible for classic and digital media planning and focuses on high-reach media. For this purpose, the spot will be used both on TV and online. In addition, visibility is supported by an OOH flight in the top 13 cities.
Publicis Sapient draws attention to the campaign on social media: The new TV commercial will be published on Facebook and YouTube in parallel with the TV broadcast.
In the course of the campaign, exclusive insights into the protagonist's apartment can be seen in the reels on Instagram: The furnishing and furnishings of the bedroom can be followed in a timelapse, and there is also a tour of the hallway and living room. Accompanying posts on Facebook, Instagram and Pinterest complete the communication measures.
Plan.Net Performance supports the campaign in the area of performance marketing (SEA, SEO, affiliate).
RESPONSIBLE ON CUSTOMER SIDE
Country Marketing Manager: Heiko Klauer
Marketing Communication: Manager: Stefanie Albert
Responsible Project Director: Immacolata Lidia Costantino
Responsible ikea.de: Sarah Scheurer, Anna Katharina Dietrich
Responsible Social: Natanja Marija Grün
Responsible Media: Jan Kimpel, Sabine Pracht, Nico Städtler, Fariss Tajjiou
Corporate Communications: Isolde Debus-Spangenberg, Denise Greiner
Interior Design Leader: Michael Haas
RESPONSIBLE ON AGENCY SIDE thjnk BERLIN
Managing Director Creation: Stefan Schulte
Creative Director: Sabine Kuckuck, Sophie Kearney
Creative Art: Stephan Nürge, Lucca Cremer
Creative Copy: Benjamin Hänsel
Strategy Director: Stephan Friedrich
Managing Director Consulting: Hendrik Heine
Client Service Director: Carolin Uppenbrock
Account Director: Stephanie Schmitz
Producing: Benjamin Calcott, Carlotta Lansing
RESPONSIBLE ON PRODUCTION SIDE
Film Production: Zauberberg Productions GmbH
Executive Producer: Frank Siegl
Producer: Eva Strittmatter-Powers
Post Production: Zauberberg Productions GmbH
Post Producer: Nina Roppert
Director: Frieder Wittich
DoP: Bjorn Haneld
Editor: Marty Schenk
Styling: Simone Eichhorn
Mask: Nadin Wagner
Equipment: Kirsten Garbade
Musik: Benjamin Boleyn
Sound: Kraatz Studios GmbH
Fotografie: Marija Mihailova
RESPONSIBLE ON AGENCY SIDE thjnk BERLIN PUBLICIS.SAPIENT
Text & Concept: Anne Rassner, Karsten Nölle, Marc Hässicke
Creative Direction: Britta Schöffler
Project Management: Ines Seitz
Art Direction: Rachel Siegman
RESPONSIBLE ON SIDE OF PLAN.NET PERFORMANCE
General Manager: Markus Baumann
Account Manager: Christian Czasch
RESPONSIBLE ON SIDE OF MEDIACOM
Group Head Digital Media Consulting: Sarina Drexhage
Group Head Media Consulting: Peter Wiedemann
AOR Media Lead: Nina Lemke
Media Consultant: Annalea Nickel
Junior Media Consultant: Kim Zimmerman