How we got customers to fall in love with banal IKEA products

Award-winning international creative agency Åkestam Holst made people care about, and even fall in love with, seemingly-banal IKEA products by convincing consumers of the emotional value of beds, chairs and even forks, executive creative director Magnus Jakobsson tells the audience during June’s Mumbrella360.

Jakobsson also reveals that lots of its acclaimed work has been done by employees at the agency who aren’t even assigned to the IKEA account.

“IKEA is not a shoe, it is not perfume, it is not those things that makes you feel like a king or a queen for a day – it is more or less forks, a chair for $20 or it could be a lightbulb.