IKEA
Marie Pottiez
Client / IKEA®
Agency / La Chose Paris
Art Direction / Mathieu Dubray x Cécile Berger
Copywriting / Tanguy Gallis x Marie Pottiez
Publication / 2010-2012
IKEA, being a long-standing client of La Chose Paris, I have had the opportunity to work on various campaigns for this client.
TV spot #1.
IKEA® is renowned for its affordable prices and extensive selection. But what about the quality? IKEA® is determined to change the perception that its mattresses lack quality. How can we dispel some myths and showcase the comfort and durability of these mattresses in a TV commercial?
After all, what could be better than returning from vacation to the comfort of your own bed and the familiar warmth of home?
TV spot #2.
As a copywriter for this IKEA® ad campaign, my role was to convey the message that small changes can lead to significant transformations in home decor. The narrative centers around a man preparing to propose, showcasing how he refreshes his living space with IKEA® products—updating the sofa cover, curtains, carpet, and lamp—all at affordable prices. The campaign emphasizes that with just a few simple adjustments, he can create an impressive atmosphere for this special moment, leaving viewers wondering if she will say "Yes."
Emailing campaign.
As a copywriter for this email campaign, my role was to highlight the exceptional quality of IKEA® mattresses, emphasizing that affordable prices do not equate to inferior quality. The focus is on showcasing the comfort, durability, and extensive selection of mattresses, all backed by a 25-year warranty. The creative angle revolves around the irresistible comfort of these mattresses, making it hard to get out of bed.
Radio spots #1.
IKEA® is the world's largest furniture retailer, known as a family and friendly brand, where people like to walk out and spend some time together. The IKEA® stores are exceptionally open on Sunday. How can we lead people to come? My answer: play with the lazy boring Sunday, when there's sometimes simply nothing to do. Get out of your sofa and wake up, IKEA® is exceptionally open today.
Radio spots #2.
How to challenge the common misconceptions surrounding IKEA®—specifically the notions of uniformity and quality—while highlighting the brand's strengths in choice, affordability, and quality? To achieve this, I crafted a series of engaging and witty radio spots that effectively communicate IKEA®'s unique value proposition, aiming to restore its reputation amidst growing competition.