IKEA launches ‘make time for living’ campaign

September 16, 2013 11:45

IKEA Australia has today launched a multi-million dollar brand campaign which calls on Australians to take a less regimented approach to family life.

The ‘make time for living’ campaign launches today, with an integrated campaign that will run across television, online, outdoor, magazines and brochures and is expected to cost more than $5 million.

The first stage of the campaign which is running online and on social media introduces consumers to Teddy, a straight talking nine year old boy wants Australian families to be more spontaneous and unstructured in their lives.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

Topics

Breaking campaign Ikea

1 COMMENTS

Nathan 16 Sep 13

A little disappointing from a brand that does some really cool stuff.

While the observation around family time may be true, is it enough to build a campaign on and essentially drive a business benefit back to IKEA? Insert [Telstra, any food brand etc].

As for creating an emotional connection through advertising … http://www.theconsumerpsycholo.....vertising/

User ID not verified.