Mother might be on notice with Ikea but the agency continues to put in a shift, with a new OOH campaign featuring beautifully shot products, with hidden prices.
The strategy behind the work is based on the fact that, from day one, Ikea has believed that great quality should not come at a high price.
However, many consumers – including it seems Ikea shoppers – are often quick to judge a product’s quality by how much it costs. Therefore, the challenge is how can brands get consumers to focus on the quality of the products, without being influenced by the low prices.
Enter the new push – perhaps unsurprisingly called “Hidden Prices” – which is designed to let the quality of the product speak for itself, set against bold, colourful backdrops that put quality front and centre.
The team at Mother said: “Neuroscience proves that our brains form impressions from price at such speed, that our judgements are often formed before we have a chance to take in any other product details.
“For Ikea, a brand whose mission is to show that ‘great quality doesn’t need to come at a high price’ this becomes a problem, especially when one of our most valuable brand assets, present on every piece of communication, is the price lockup.
“So we decided to hide it and let the quality of the products speak for itself.”
Ikea is set to take a fresh creative approach to its UK advertising and marketing following a decision by Mother last year not to repitch for the business, which it has handled for 16 years but which is currently under review.
The agency will continue to run the account until August, at the end of Ikea’s financial year. Agencies on the pitch list are understood to include McCann, VML, the recently rebranded Adam & Eve/TBWA, VCCP, and AMV BBDO.
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