“We all have the right to design” is the concept behind IKEA Portugal’s new annual multi-media campaign, which will air starting this Wednesday, August 14th.
Based on the unique concept of democratic design, the campaign reaffirms the brand's market positioning as a specialist in Portuguese home life. “ At IKEA, we believe that everyone has the right to have products at home that are beautiful, functional, high-quality and sustainable, contributing to improving their daily lives. This year, we are investing six million euros to further reduce the price of key products for all areas of the home, so that more people can afford them. This is the ambition we want to celebrate with all Portuguese people in our new campaign ,” explains Helena Gouveia, marketing director of IKEA Portugal.
“We all have the right to design” is being developed as a 360-degree multi-media campaign across television, radio, cinema, print, and outdoor advertising, with a strong digital component in video and social media formats, promoting reach and engagement, leveraged by the brand's new Market Penetration Optimization Framework segmentation strategy. The media plan is reinforced by the distribution of approximately two million copies of the new IKEA 2020 Catalog to Portuguese homes.
Developed in partnership with The Hotel, WayNext, the media agency MediaCom, and the production company Playground (directed by Rui Vieira), the campaign features the participation of IKEA employees.
IKEA's new campaign also marks the official launch of the brand's renewed visual identity, featuring a new logo optimized for digital environments and a new font, Noto. This typeface is clearer, more legible, and inclusive, adapting to small screens and the vast majority of alphabets worldwide.
