Ikea recently added an extension to their “Where Life Happens” campaign with the launch of “Retail Therapy,” where they renamed certain products after common Google searches.
As AdWeek describes it, “Some “Retail Therapy” solutions are witty: “My daughter is out all night” guides users to a disco ball, “My partner annoys me” to a double-desk separated by a cubby wall, and “The attraction is gone” points to magnets. One of our favorites is “My family doesn’t respect me,” which leads to a white queen costume—something we didn’t even realize Ikea sells.”
It’s a fun example of the brand not taking itself too seriously and getting creative on a limited media budget. The effort has generated a steady stream of earned media.
Check out the overview video here.