Who says that advertising must be aggressive?
Ahead of time, as usual, Ikea has used a new kind of advertisement to launch its range of products, based on the main principles of branded content: storytelling, no slogan, cultural supports (music, video, films, games etc.).
The new advertisement is simple: a music video clip, where two singers are going from kitchen to kitchen, and they sing: “You’ll always find me in the kitchen”… Yet, watching this clip, you are able to click on the items. By doing this you will be redirected to the Ikea item details (size, price etc.).
Please have a look (and a click) at it:
You enjoyed watching this clip, while you most probably haven't even noticed that you’ve actually been watching dozens of Ikea products! No close-up views, no logo and no prices! You wouldn't guess it is actually an advert from a company!
This video brings music, advertising and internet together. It proves that advertisements could no longer use an aggressive way to communicate. Advertising can also let the consumer choose!
Anne-Claire Jamry
So IKEAish! :) Great post.
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