IKEA PORTRAYS ITS PRODUCTS ACCIDENTALLY BROKEN BY PETS TO HIGHLIGHT AFFORDABILITY.

IKEA PORTRAYS ITS PRODUCTS ACCIDENTALLY BROKEN BY PETS TO HIGHLIGHT AFFORDABILITY.

• As the pet market surges, IKEA Al-Futtaim introduces a campaign showcasing pet-related home mishaps to underscore the affordability of its products.

• With “Don’t worry, you can afford it,” IKEA addresses common pet-owner situations, reassuring customers with affordable solutions.

[Dubai, 04 April 2024]. In IKEA’s mission to “creating a better everyday life for the many people”, the world’s leading furniture brand realised that homes are also composed of extra members, as pets have become cherished additions to households worldwide.

With the pet care sector in the UAE soaring to a valuation of $300 million and approximately 1.5 million pet “parents” residing in the country, according to insights from the recent Pet World Arabia exhibition in Dubai, the significance of pets in homes is undeniable.

This new trend brings along new situations at home. Because on top of the unquestionable love four-legged buddies give in homes, they often also mess them up. IKEA decided to tap into those little accidents that every pet owner can relate to. 

In line with IKEA’s global strategy, IKEA Al-Futtaim is now launching a campaign portraying everyday products smashed by cute pets. Through “Don’t worry, you can afford it,” the brand gives reassurance to the audience, implying there’s not much to worry about because getting a new one at such an affordable price makes it an easy fix.

The campaign showcases common items pets might knock over: a CHIAFRÖN plant pot, a FÄRGRIK mug, a KÄRLEKSGRÄS cushion, and a STILREN vase. It features dogs and cats, the most popular pets in the region.

Carla Klumpenaar, GM Marketing, Communication & Interior Design, highlights: “For the past few years we have noticed a growth of pets in households in the region and we wanted to introduce this topic through this campaign for the first time. Over the next few days, we will also launch a collection of household products for pets”.

The campaign, created by the creative boutique INGO Hamburg, will be published in different media throughout the region, highlighting out-of-home, print editions, different screen formats and the brand’s social channels. In the words of INGO’s Global CCO Tobias Ahrens “We are excited about this campaign, which, on one hand, brings the unskippable cuteness of pets, and on the other hand, challenges marketing conventions by showing the products damaged. An honest story that refreshes the usual IKEA price communication style.”

Find out more about IKEA Al-Futtaim: Website  –  Instagram 

Find out more about INGO Hamburg: – Website – Instagram – LinkedIn

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About Al-Futtaim IKEA UAE

IKEA UAE, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. In the UAE for 30 years, the IKEA stores in Dubai Festival City, Festival Plaza in Jebel Ali and Yas Island, Abu Dhabi closely follow the popular self-serve and self-assembly concept which was conceived in Sweden over half a century ago. IKEA serves a wide choice of refreshments at the IKEA Restaurant and Café. The Customer Ordering and Collection Point in Al Ain offers residents easy access to well-designed products at a great price.Customers can also join the IKEA FAMILY loyalty programme to avail of great offers and extended services on every visit to the store. Toll free number for the world-famous brand is 800 4532 (800 IKEA). For more information visit www.IKEA.ae, www.facebook.com/IKEAUAE or @IKEAUAE on Twitter.

About Al-Futtaim IKEA Qatar

IKEA Qatar, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. IKEA Qatar closely follows the popular self-serve, self- assembly concept which was conceived in Sweden over half a century ago offering customers a complete family day out through its ability to cater to children’s needs at Småland play are and offer a wide choice of refreshments at the IKEA Restaurant and Café. Toll free number for the world-famous brand is 800 4532 (800 IKEA). For more information visit www.IKEA.qa, www.facebook.com/IKEAQATAR or @IKEAQatar on Twitter.

About Al-Futtaim Group

Established in the 1930s as a trading business, Al-Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into five operating divisions; automotive, financial services, real estate, retail, and health; employing more than 33,000 employees across more than 20 countries in the Middle East, Asia, and Africa, we partner with over 200 of the world’s most admired and innovative brands.

Al-Futtaim Group’s entrepreneurship and relentless customer focus enable the organisation to continue to grow and expand, responding to the changing needs of our customers within the societies in which we operate. By upholding our values of respect, excellence, collaboration, and integrity, Al-Futtaim Group continues to enrich the lives and aspirations of our customers every day. For more information, visit: www.alfuttaim.com

Affordability

Al-Futtaim IKEA provides affordable and sustainable home furnishings to the many people. It does this by investing in innovative design and engineering, prioritising sustainable materials, and manufacturing processes, and operating on a low-margin, high-volume business model.

Additionally, Al-Futtaim IKEA conduct’s life at home studies to understand customer needs and regularly introduces new products that match different styles, needs, and budgets. Its commitment to affordability and sustainability also extends to all aspects of the business, including the supply chain and logistics, and social and environmental initiatives.