IKEA →
Chaos ends at home
Inroduce IKEA in Colombia. A country where only 2% of the people are aware of it.
Cultural Truth: Colombia is chaotic. Bogota has the worst traffic in Latin America, and ranked the 7th most dangerous worldwide. In some cities, +3,000 construction projects clog the streets, and daily commutes average 2.5 hours. Rainy and an unsafety environment, make biking, scootering, or even walking difficult. People spend over 16 hours experiencing life throught that jam pluss work, or school, or whatever you need to do.
Insight: In a chaotic scene, you need a safe, happy place to start and end your day.
Strategic Push: IKEA helps people experience how chaos ends at home.
Idea: In the city’s most chaotic spots, we set up IKEA showrooms to let people experience the comfort of a cozy room amid traffic, surrounded by construction sites, while it's raining and crowded—a small oasis in the chaos.
Comms Strategy: Affordability is in IKEA’s DNA and that remied the same for the campaign’s budeget. To maximize it, we introduced the brand with a street activation and using Ads tailored to insights about life in the city, to empathize and connect with people, to show them how a Swedish brand, trully understands and helps their daily lives.
Translation: Experience the IKEA catalog come to life. | Soon designs that make your day better.
Context: In Bogotá, there are no seasons, so the weather is always changing in one day—rain, sun, repeat.
Translation: For a weather that’s on, off, on, off—your jacket’s new best friend. The Bogotan Hook comes with three hangers and in trhee different colors. Soon designs that make your day better.
Context: In Bogotá, commutes mean spending 1.5 to 2 hours standing in crowded TransMilenio, the city’s transportation system, only to give up your seat when you finally get one.
Translation: No need to give this one up—finally, a seat that’s yours. After transmilenio couch. Turquoise three-seat sofa. Soon designs that make your day better.
Context_In Bogotá, temperatures drop to 5°C to 7°C during the cooler months (December to February) and the rainy season (April to November), specially in the early mornings and late nights.
Translation_For this weather that has you raiding the whole wardrobe. Bogotan-Starter Closet. White three-door. Soon designs that make your day better.
Context_In Bogotá, distances and commutes can be so long—sometimes up to 2 hours—that it feels like Bogotá is two hours away from itself. Translation_ Wake up 2 hours earlier, because Bogotá is 2 hours from Bogotá. The Bogotá Wake-Up Call. Digital clock. Soon designs that make your day better.
Context_In Bogotá, it’s rain, rinse, repeat—rainy season lasts from April to November, so locals are always in need of a good towel.
Translation_You got soaked, showered, and dried off—because that’s just Bogotá. City Hustle towel Extra-Absorbent for the city. Soon designs that make your day better.