IKEA UK zeroes in on specific products with an ad that embraces the art of napping. In 2018, the megastore is "venturing away from its traditional room-specific focus" and instead focusing on smaller pieces. This technique calls attention to specific furniture pieces and, in a way, enables the consumer to better visualize the piece in their own space instead as a part of a foreign whole.
IKEA UK's commercial also taps into a very personal and comfort-inducing activity. The video exhibits the tranquil and revitalizing qualities of the art of napping and features a voiceover that softly communicates "Wonders can come out of the blue." The ad features a woman tossing pillows onto a couch. magically transforming into a cat and taking a sublime nap on the comfy IKEA couch.
What's Driving This Trend
- Nap-friendly Furniture
- Opportunities lie in exploring designs that prioritize comfort and relaxation in furniture products.
- Small-scale Product Focus
- Businesses can tap into specific products and effectively communicate their value to potential customers through targeted ads.
- Tranquil Branding
- By focusing on feelings of calm and relaxation, businesses can appeal to consumers seeking stress relief in their everyday lives.
Who This Affects Most
- Furniture
- Furniture companies can innovate by offering products designed with the nap experience in mind.
- Marketing
- Marketers can create effective campaigns by targeting specific products rather than entire room setups.
- Wellness
- Businesses in the wellness industry can leverage the emotional benefits of napping and relaxation to market their services and products.
