With the success of Star Wars: The Last Jedi and the upcoming release of Solo: A Star Wars Story, IKEA Deutschland taps into the hype over the popular science fiction franchise with a furniture campaign.
The advertisement, which is dubbed 'Feng Chewy: An IKEA Story,' is set in one of the megastores' locations. It features people shopping for their home and their experience is interrupted by an audible and recognizable Chewbacca cry. It is first unclear where the sound is coming from. However, as the Star Wars-inspired furniture campaign progresses, it becomes clear that it Chewy is embodied in the movement of a chair that is specifically styled to represent Chewbacca with a carefully thrown-over sheepskin.
Sci-Fi-Inspired Furniture Campaigns
'An Ikea Story' Mixes the World of Furniture with Sci-Fi
Trend Themes
1. Sci-fi-inspired Furniture - Opportunity to create furniture designs and campaigns inspired by popular science fiction franchises.
2. Star Wars Hype - Utilizing the excitement generated by the success and upcoming releases of Star Wars films to promote furniture campaigns.
3. Interactive Shopping Experiences - Creating unique and immersive experiences for customers while they shop for home furniture, such as incorporating sound effects and interactive elements.
Industry Implications
1. Furniture - Exploring the use of sci-fi-inspired designs and campaigns to draw attention to furniture products and increase sales.
2. Advertising - Incorporating popular culture, such as science fiction franchises, into advertising campaigns to engage consumers and drive brand awareness.
3. Retail - Developing interactive and immersive shopping experiences within retail stores to enhance customer engagement and create memorable shopping experiences.