The Swedish furniture giant IKEA has launched a new promotion in Australia, encouraging the nation to ‘Have a Gö’ and be ready to come out and fight to make all homes well-furnished. The new marketing campaign kicks off with a 60-sec advert, revolving around the theme of epic medieval battles, showcases dozens of people running with chairs and lamp stands to destroy old interiors and bring new spirit to the boring spaces.
The Braveheart-inspired spot was created by Sydney-based The Monkeys agency (which used to be Three Drunk Monkeys until recently) and features real IKEA consumers (the production team issued a call to the IKEA FAMILY loyalty card members and then selected 50 people out of 900), who got armed with new pieces from the 2012 Catalogue (as well as from the previous ranges) to battle mediocre interiors. The Monkeys ECD Justin Drape commented on the bold reaction of the retailer’s consumers, “It’s been a fun collaboration and we’re all proud of the result. I wish more clients would take their brave pills like the IKEA team did.”
Consumers are also invited to visit the IKEA Australia website to get a bunch of tips on how to create better living spaces with the help of the retailer’s offerings. Visitors to the online destination can ‘have a go’ from the front page: start planning a kitchen, get some advice on how to make their store visit “as smooth as possible” or find a perfect mattress.
The campaign also includes 60-sec and 30-sec television spots, outdoor, radio, social media and print advertising to be rolled across the country over the coming months. The new promotion has been launched ahead of the launch of IKEA Springvale (Melbourne) on September 8, the largest IKEA in the Southern Hemisphere and opening of IKEA Tempe (Sydney) slated for the end of the year.
Recently, Levi’s has released a new ‘Go Forth’ international spot, which also included ‘battle scenes’ (riot ones to be more specific)—the brand didn’t mean to support the London riots, just bad time,—and decided to pull it in the U.K. because of the disturbances.