IKEA advertising research


IKEA World without textiles

IKEA is promoting the launch of the 2012/2013 catalogue with an advertising campaign focusing on the new focus on textiles. “Imagine a world without textiles. A place where comfortable pillows are replaced with tree stumps. Where curtains are made of sheet metal, rugs are made of sand, and sofas are made of cactus. That’s a hard world. Literally. At IKEA, we have a soft spot for the soft parts. The fun and fluffy parts. The romantic and refreshing parts. The colorful and comfortable parts. The parts that put us to sleep, dry us off, help us relax and hide the stuff we don’t want to see. Without textiles, life is hard.

Outdoor ad geeks, here’s your latest bit of brilliance, courtesy of Ikea.
German ad agency Thjnk and production studio I Made This teamed up to create Ikea’s “RGB billboard,” which—much like Ikea furniture itself—makes the most of some very limited space.
The board features three different headlines superimposed on each other in different colors—cyan, magenta and yellow. At night, the board shines red, green and blue (RGB) lightbulbs on the board, revealing, in turn, the different headlines. Red bulbs illuminate the cyan text; green lights up magenta; and the blue-purple lights make yellow visible.
And that’s how you turn nine square meters of ad space into 27 square meters.
It’s a delightful little visual trick that embodies Ikea’s space-saving message. Now, if only it worked a little better during the day.

Color & Music

I have researched that: In 1982, Gerald J Gorn published an experiment showing that subjects were more likely to select a specific colour of pen if that pen had been paired with pleasant rather than unpleasant music. That means there is a strong relevant between Colour and Music. Typically, Colour and Music decisions are based on intuition and anecdotal evidence. As a platform, Colour and Music provide emotional and psychological senses running in advertising. Also, they are the point of mood controlling, which have a big impact on brand preference.

IKEA UK is promoting its range of role play toys and furniture for children in “Playing with my friends”, an integrated advertising campaign. Doll, Dinosaur, Action Figure, Monkey, Robot and Teddy Bear appear in a colorful trip around Ikea’s children’s kitchen, showing what hosting a dinner party looks like when the kids are in charge. The campaign includes a music video, television commercials and behind the scenes video, accompanied by UK band Masters in France. The “Playing with my friends” track is available as a single on iTunes.

IKEA has launched “Make more of your Garden”, an advertising campaign in the UK and Ireland using backyard gnomes to showcase the retailer’s outdoor living solutions and inspire people to transform their outdoor living spaces. The campaign, which features a 60 second TV ad and a 2 minute music video, brings together a couple who determinedly renovate their backyard despite the best efforts of pesky garden gnomes.

A couple tries to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it, kitsch and dull. Every improvement the family makes, hanging colourful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.

The adverts, which launch on Saturday 13 April, look at a family trying to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it – kitsch and dull. Every improvement the family makes, hanging colourful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.

The TV spot, features a cover version of the Mötley Crüe song ‘Time for Change’ by The Palace of Budapest Philharmonic Orchestra and The Heritage Singers. Five versions of the TV advert, directed by Mike Maguire at Biscuit, have been produced and include 60” 30” and 10” adverts that run until early June on TV as well as a full length music video running online at http://www.youtube.com/ikeauk. The campaign also features outdoor, press ads and online ads.

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the third burst of our ongoing brand campaign it’s our ambition to continue the revitalisation and transformation of the IKEA brand in the UK and Ireland. Our goal is for the ‘Make more of your garden’ campaign to raise awareness of the wide range of outdoor solutions available in the IKEA store that can help them transform their outdoor space. It will demonstrate how easy and affordable it is to treat your outdoor spaces just like any other room in the home, ultimately encouraging consumers to choose IKEA for all of their outdoor home furnishing needs.”

Freddy Mandy, creative director at Mother, said: “To us, gnomes symbolize the lacklustre state of the nation’s gardens. They are tired, old fashioned and uninspired. So we imagined the gnomes’ reaction to a family installing new, exciting, modern garden furniture into their territory. It sparks a turf war, quite literally.”





Honda advertising research

  • Total spend on advertising cars has eased in recent years, but the sector remains a significant spender.
  • TV accounts for nearly half of sector adspend; outdoor is growing, while the internet is emerging as a significant communications channel.
  • TGI data suggest that consumers consider brand image and advertising to be of minimal importance when buying a car – but the likelihood is that marketing gets them thinking about a specific brand, then other, more rational and practical decisions take precedence.


Besides making cars, Japan’s Honda (http://www.honda.com/) is also the largest manufacturer of motorbikes in the world. It also develops a broad range of other products including small general-purpose engines, speedboats, scooters and speciality sports cars.
Honda’s most successful cars in the UK in 2007 were the Civic, fifth in the lower medium segment, and the Honda CVR, which leads the dual-purpose 4x4s/SUVs segment.

The company launched its Insight hybrid at the Paris Motor Show in October 2008. The vehicle, which reportedly will sell for approximately £12,000, or about a third less than the Toyota Prius, may be the one that enables hybrids to make a real breakthrough into the mainstream.

In terms of advertising, Honda supports specific models but also produces TV adverts on an epic scale to reinforce the Honda brand, including ‘The Impossible Dream’, which followed a series of historical Honda-made forms of transport to the soundtrack of the Andy Williams song of the same name, to the more recent series of four teaser adverts, the final one featuring a team of skydivers who, after several attempts, come together to form the red initial letter ‘H’ that is Honda’s logo under the strapline, ‘Impossible is worth doing’.

Key analysis: So while consumers may not actually be swayed in making their decision due to a specific advert, car advertising often plays a more subliminal role in reinforcing a brand’s credentials, and steering potential purchasers towards a specific brand or model – on one hand, the key features such as price and reliability become the factors that will decide whether or not the vehicle is purchased. On the other hand, the advertising also a way for brand style and brand attitude presentation.


Wieden & Kennedy’s Honda ‘Choir’ spot, with its clear audio focus to represent engine quietness, would be an obvious contender for transfer.

Honda have launched a campaign for its Civic hatchback model through Wieden & Kennedy television adverts in 2006. The strapline “This is what a Honda feels like” which showed a car driving around a multi-storey carpark with choir music used to mimic the sound of the vehicle.

Honda W+K’s captivating new spot puts the brand’s 65-year history in a single engineer’s hands.

The spot is called “Hands,” which makes plenty of sense, and it’s also one of those great, semi-wordless pieces that plays well no matter what language you speak. Transforming motorcycles are wonderful in every country. As are transforming pieces of building hardware.
The two-minute spot celebrates the curious spirit that has made Honda the largest engine manufacturer and racing company in the world since its founding in 1948. And there are certainly many Honda products on display—heritage products like the 2RC143 bike; current products like the 2013 Honda TT Legends Fireblade, the HB25 leafblower, the CR-­V and the Honwave T38 inflatable boat; innovative Honda technologieslike the 2015 NSX concept, the FCX Clarity car, which emits nothing but water, and of course ASIMO; as well as Honda’s first production NSX from 1990, the road sports car Honda developed in collaboration with Ayrton Senna.







Research of Cadbury


Personality: by far the most fun (48%) and youthful, reflecting its frequently anarchic advertising tone. However, lacks associations with indulgence and luxury, and one in five think it unhealthy.

Second most distinctive after Ferrero Rocher, seen as such by seven in ten (71%), though rising slightly to around three in four 35-54s, and those with children aged 5-9.
A reasonably good value brand, rated so by 44%, though well behind selection boxes Quality Street and Celebrations. However, a clear advantage in relation to impulse purchasing.

Room for improvement
As mentioned earlier in this section, Creme Egg polarises opinion and while the positives vastly outweigh the negatives, hostilities are quite violent.
More than one in ten of those who have bought the brand say they would be unlikely to do so again, matched only by the somewhat clichéd Ferrero Rocher.

Background Launched by Mars in 1997 as the first mover in the ‘miniature chocolate bar’ segment, containing bitesize versions of popular Mars chocolate brands such as Mars, Snickers and Galaxy.
Market positioning ‘The first to bring together a selection of well-loved brands in miniature. With the mix of everyone’s favourites, a guaranteed crowd pleaser for any occasion.’


Diesel controversial advertising Champaign–“Kicking ass”


Since the characteristic of Diesel advertising is creating controversy, polemic and multi interpretation toward public to distinguished it towards the competitors, they create some kind of debate and public opinion regarding allowed-banned of its advertising in the public space and media.

In 2010, Diesel has launched an original and somewhat controversial viral ad campaign of Diesel sneakers “Kicking Ass”. The campaign consists of different viral versions of the concepts and is linked to the Diesel Facebook and Twitter pages. The campaign is based on the premise that Diesel sneakers are “not made for running, but great for kicking asses”. However, I chose this advertising campaign as a negative example because there have 5 bad information were included in this ads campaign, they are: Violence and anti-social behavior, Untruth information, Fear and distress, widespread offence and political issues. In my opinion, they are had bad influence for making a good advertising which should be prevented by producer.

diesel_kick_ass_dictator diesel_kick_ass_mime_1 diesel_sneakers_kick_ass diesel-kick-ass_265 image KICK_ASS5

According to Advertising Standards Authority (ASA) which is the self-regulatory organization (SRO) of the advertising industry in the UK. There are several code advertising that rule do and don’t in advertising and its allowance to be showed in the public.

Violence and anti-social behavior


Marketing communications should contain nothing that condones or is likely to provoke violence or anti-social behavior.



No marketing communications should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.

Marketing communications must not omit, hide or provide in an unclear, unintelligible, ambiguous or untimely manner material information if that omission or presentation is likely to affect consumers’ decisions about whether and how to buy the advertised product, unless the information is obvious from the context. If the advertisement is limited by time or space, the ASA will take into account steps that the advertiser has taken to make that information available to consumers by other means.
For marketing communications that quote prices for advertised products, material information includes:

a) the main characteristics of the product

b) the identity (eg trading name) and geographical address of the marketer and any other trader on whose behalf the advertiser is acting

c) the price of the advertised product, including taxes; or where the nature of the product is such that the price cannot be calculated in advance, the manner in which the price is calculated

d) delivery charges

e) the arrangement for payment, delivery, performance or complaint handling, if those differ from the arrangements that consumers are likely to reasonably expect

f) that consumers have the right to withdraw or cancel, if they have that right (see 42.2(f)).

Fear and distress

No marketing communication should cause fear or distress without good reason. Marketers should not use shocking claims or images merely to attract attention.
Marketers may use an appeal to fear to encourage prudent behaviour or to discourage dangerous or ill-advised actions; the fear likely to be aroused should not be disproportionate to the risk.
Marketers should not mislead about the nature or extent of the risk to the personal security of consumers or their families if consumers do not buy the advertised product.
Marketers should not explicitly inform consumers that, if they do not buy the product or service, the marketer’s job or livelihood will be jeopardised


Decency (ie avoiding serious or widespread offence)
Marketing communications should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability. Compliance with the Code will be judged on the context, medium, audience, product and prevailing standards of decency.
Marketing communications may be distasteful without necessarily conflicting with 5.1 above. Marketers are urged to consider public sensitivities before using potentially offensive material.
The fact that a particular product is offensive to some people is not sufficient grounds for objecting to a marketing communication for it.

Political advertising


Any advertisement or direct marketing communication, whenever published or distributed,whose principal function is to influence voters in local, regional, national or international elections or referendums is exempt from the Code.


There is a formal distinction between Government policy and that of political parties. Marketing communications by central or local government, as distinct from those concerning party policy, are subject to the Code.





Learning agreement

Brief explanation:

I will be focusing on brand promotion campaign and brand TVadvertising in semester2. After some relavant research, I’ll choose 6 ads among different brand area as my example and make comparison between them, they are : Honda, Ikea, cadburrys, Chanel, American Apparel, Diesel. My subject will be around topic of  “What a good advertising should do”, discuss both the good and bad elements, idea, technology or storyline appeared in those ads.


Context / Rationale

“Fun” Diesel “Kicking Ass” controversial ads (from WaveMetrix media)

    WaveMetrix analysis shows how brands can utilise viral videos to engage consumers with a new message or concept. The recent “Kicking Ass” viral ads by Diesel have successfully engaged consumers and prompted them to associate the Diesel brand … Continue reading