IKEA is launching a new campaign in the UK and Ireland, titled ‘Make Small Spaces Big’, which examines how space efficiency can improve your life at home. The work continues the brand’s strategy to demonstrate an understanding of the everyday challenges that people face in their homes.
‘Make Small Spaces Big’, which launches on 6th July, explores IKEA’s space-saving and multifunctional furniture and product ranges, and highlights a wide range of smart solutions for everyday space problems. The campaign is inspired by the fact that Britons live in the smallest homes in Europe - 15% smaller than anywhere else on the continent. Newly-built properties have declined in size by 11% in the last ten years and, according to research by the Royal Institute of British Architects (RIBA), a lack of space is one of the main reasons people consider moving home, however the current economic situation forces many to make do with the space they have.
The campaign launches with the TV ad ‘One Room Paradise’ in the UK and Ireland on 6th July. The spot, created by the agency Mother, is set in a doll’s house and introduces a single mother, ‘Mandy’, and her son, ‘Liam’, who live in a tiny, toy, high-rise flat. The flat may be small but it doesn’t stop them from enjoying life. The film follows mother and son through everyday life activities from cooking to skateboarding, and we see how the great IKEA products and solutions makes the most of their small space and showcases how you can make small spaces feel big.
The TV spot is edited from a full-length music video featuring a recording of the Aretha Franklin classic ‘One Room Paradise’. The track is performed by soul singer Elayna Boynton, who recently found fame singing on the soundtrack for Quentin Tarantino’s Django Unchained. The campaign also includes outdoor and press work, which illustrates how smart home furnishings from IKEA can help deliver the most function from the smallest of spaces.
A guided tour of Mandy’s apartment in the style of MTV Cribs on YouTube allows viewers to see some of the IKEA space saving solutions in detail. The YouTube video is supported by digital display advertising.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the latest burst of our new brand campaign, it is our ambition to continue the revitalisation and transformation of IKEA brand in the UK and Ireland. ‘Make Small Spaces Big’ demonstrates IKEA’s understanding and expertise in helping people to optimize any space in their home, no matter how big or small, through the use of IKEA’s clever products and solutions. We hope to inspire people and to show that we are more relevant than ever to help with consumers’ everyday challenges, and ultimately for more consumers to choose IKEA more often for their home furnishing needs.”