It’s no secret IKEA’s creativity game is on point. The latest insight from them is offering couples therapy! 

Nour Hamam, Freelance Digital Marketeer

Why? Studies show the most disagreements happen when picking out furniture, so in this latest campaign, they collaborated with a couples counseller to offer sessions to those couples who can’t agree on what coffee table or couch they should purchase. 

“Available in black, yellow, and why did I marry you?” , “Agreed on your child’s name but cant agree on a coffee table”, “made it through the pandemic but can’t make it through the storage box” are some examples of the branding they’ve done. 

Clever? Yes, I thought so too! 

In fact “30 Rock” episode where Liz Lemon failed the IKEA test when she fights with her boyfriend chris, highlighting that in fact most relationship woes happen there. 

So to help alleviate some of the drama, IKEA Singapore created a love manual to help you troubleshoot “your relationship woes.” 

The advice is actually easier to follow than the store’s typically confusing furniture-building instructions, and a whole lot cheaper than moving to one of the best cities for married couples to try to fix your relationship.

For example, if your love issue is that a man named Martin dumped you, IKEA suggests purchasing a Martin chair to replace him. (How easy is that?)

Or if you propose to someone and they are not ready for that, follow IKEA’s advice and treat them to a 1$ hotdog. 

Fostering an emotional connection with a brand is no easy feat at IKEA keeps proving that its more than just practical and affordable furniture. 

In fact, IKEA’s products have clever and often humorous names, such as “Billy” for a bookshelf, “Kallax” for a storage unit, and “Poäng” for a chair. These names not only make the products more memorable but also add an element of fun to the shopping experience.

Innovative marketing campaigns: IKEA is known for its innovative and often humorous marketing campaigns. For example, the “bookbook” campaign, which parodied Apple’s product launches, showcased IKEA’s catalog as a cutting-edge technological innovation.

Unique store experience: IKEA’s stores are designed to be a unique and immersive shopping experience. The stores are often large and maze-like, with displays that encourage customers to interact with the products and imagine how they would look in their own homes.

Their campaigns have a lot of insights behind them. so a few takeaways from this: 

  1. Authenticity resonates: The campaign struck a chord with many couples because it tackled a common issue in relationships – arguing over furniture choices. By addressing a relatable problem in a humorous and empathetic way, IKEA showed that it understands its customers’ lives and cares about their well-being.
  2. Emotional appeal is powerful: The campaign played on the emotions of its target audience, focusing on the joys and challenges of being in a relationship. By creating a narrative around the idea of “couple therapy,” IKEA was able to tap into a deep-seated desire for connection and understanding.
  3. Clever branding can drive engagement: By associating its products with positive relationship experiences, IKEA was able to promote its brand in a subtle and effective way. The use of the “IKEA Couples Club” and the “Love Nest” concept helped to position the brand as a facilitator of happy relationships.
  4. User-generated content can be a game-changer: The campaign encouraged couples to share their own stories and experiences, which helped to build a sense of community around the IKEA brand. By featuring real couples and their real struggles, the campaign felt authentic and relatable.
  5. Humour can diffuse tension: The campaign used humour to lighten the mood and make couples feel more comfortable talking about their disagreements. By using playful language and imagery, IKEA was able to turn a potentially serious topic into something fun and lighthearted.