Designing Brand Communications with Mood.
One of the challenges for all retailers is to create a sense of ‘mood affinity’. A brands’ ability to connect themselves with a strong sense of ‘mood’ in the hearts of customers is a precursor to their ability to stir those same associated emotions in connection to their own brand. This piece of IKEA brand story telling attempts and I think delivers on this very challenge (check the clip after the jump).
Here’s the finished ad. I’ve gotta say I don’t get the cat thing – but they still capture the mood beautifully:
For a look behind the experiment of IKEA release of 100 cats into its Wembley store in the UK – check them on Facebook http://facebook.com/ikeacats
To celebrate the integrated campaign IKEA also released a feline friendly Cat-alogue, which can be seen at http://ikeacat-alogue.co.uk/
- IKEA Livet Hemma (Life at Home) (thishomesweethome.blogspot.com)
- IKEA’s Homemade is Best: Ingredients as Art (webecoist.com)
- High Chairs for Dogs – The IKEA Hundstol Lets You Pamper Your Four-Legged Baby (TrendHunter.com) (trendhunter.com)