IKEA’s latest campaign, “Make Small Space Big”, uses the idea of ‘living dollhouse’ to demonstrate that with cleverly designed products, there is the potential to maximize each square meter in a small home. The campaign, which has launched in UK and Ireland, is inspired by the fact that the British live in 15% smaller homes than other countries in Western Europe.
In the “One Room Paradise” advert, it tells a story about a doll, Mandy and her son, living in a tiny dollhouse apartment. It shows how the dolls are maximizing and enjoying their space with IKEA’s smartly designed furniture. The fact that this advert illustrates a scenario of a single parent rather than depicting a traditional family adds an additional layer of reality to its message.
While the dolls are slightly creepy, I find the way that IKEA uses humour to connect with the audience inspiring. I like how the message is carried out from the living dollhouse, as there is no living space smaller than a dollhouse.
“’Make Small Spaces Big’ demonstrates IKEA’s understanding and expertise in helping people to optimize any space in their home, no matter how big or small, through the use of IKEA’s clever products and solutions,” commented Peter Wright, IKEA UK and Ireland marketing manager.
“We hope to inspire people and to show that we are more relevant than ever to help with consumers’ everyday challenges, and ultimately for more consumers to choose IKEA more often for their home furnishing needs.”
Learner of brands… and enthusiastic intern.