Advantage Worldwide debut marketing campaign for IKEA Europe showcases the retailer’s sustainable objects as a cheerful household begins its day.
The advert is operating throughout TV, social media, digital and print in six European nations.
This advert appeals to patrons by addressing the anticipated optimistic feelings in buying eco-friendly merchandise. Instance of merchandise confirmed within the advert contains sustainable cotton beddings and cushion cowl, and eco-friendly bamboo chopping board. The household is proven having fun with the merchandise within the cozy dwelling setting. The picture of the shut household bond reveals on the advert focuses on the household’s pleasure and in doing so strives to strengthen the anticipated pleasure and pleasure of utilizing sustainable merchandise.
Analysis has discovered that by demonstrating the sensation of pleasure related to ‘going inexperienced’, it motivates patrons to make environmental selections. Termed because the ‘Greenconsumption Impact’, one other research explains how patrons take pleasure in a euphoric feeling whereas utilizing ecologically pleasant merchandise.
Earlier than pursuing a objective, that’s buying sustainable merchandise on this advert, it requires anticipating the result or reward, the sensation of pleasure and happiness of shopping for the merchandise. The advert reveals the mother waking up with a smile on her face, dancing along with her son in the lounge earlier than breakfast time conveys a message that happiness might be achieved once you use sustainable merchandise.
A intelligent approach to make use of anticipated feelings as a information to alternative, this family-centric campaigns will definitely seize viewer’s consideration with its heartfelt messages.