I´m sure the 99% of the Ikea´s advertisements are successful. Ikea is not only a design and decoration
company; its marketing campaigns are very famous and successful too, and lots
of time, they play the “teachers” rolls to communication students.
Talking about the variety and the successful of the advertisements, is
talking about Ikea. In fact, one of the characteristics of its fame is thanks
to its marketing campaigns.
However, the success of Ikeas marketing campaigns is not the 100%, and although
the negative results are few, sometimes there are. And this is exactly an
example of non success advertisements.
The new advertisement about the garden is becoming very conflictive in
lots of countries. I only have to say that in Antena 3, one of the most important
TV channels of Spain, the new advertisement of Ikea is one of the most important
news of the day.
Personally I don´t think that Ikea´s new campaign is violent and that
creates negative influence in the society, but lots of people is not in favour
with me, because the Advertising Standards Authority already received more than
50 complains.
I don´t thinks that the advertisement causes negative ideas in the
society. I think is a funny way to transmit the information, a fresh way to
tell the story. We are not used to see these kind of advertisements, but
sometimes, is good to break the routine and prove new things.
I´m sure that the big communication group of Ikea wanted to find
something new, and after having lots of ideas, they decided to choose this one
because is different. We have to be open
to new things and take the changes in a positive way.
Maite Salaberria
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