In
2002, Ikea aired it's classic "Lamp" commercial. Created by Crispin Porter & Bogusky and
directed by Spike Jonze, it even has its own Wikipedia page.
Oh and
did I mention Ikea sales increased by 8% when it ran? You can view it here...
16
years later, Rethink Canada has created a new version of the commercial,
targeting a new generation, with a different message. You can view it here...
Which
generation was the first ad targeted to?
What was the key message of the commercial? What persuasion techniques does it use? How about the new ad? What generation is it targeted to? What is the key message? Persuasion techniques? Will it be equally as successful? Why or why not?
2 comments:
The first advert targets the middle-aged generation based on the person who is featured in the advert. The key message was that once a person has used the lamp and feels bad about it, they can easily replace it with a new one which they say is much better. I think they the advert is using claim technique. The advert is claiming that the new lamp is much better.
The new advert targets the young generation, who apparently has diverse uses for the lamp. The message in the advert is that people must not buy new lamps. They can easily re-use the old one because they are happy with them. The advert as well uses claim technique. It claims that reusing is actually much better than buying a new lamp. I think this advert will be equally successful. This is because it shows that the lamp can be used for various purposes, makes people feel better and energetic and can actually be recycled instead of spending cash on a new lamp.
Yue Feng
The first ad is targeted to the baby boomers. I would say mainly moms. The key message was that new is better and you don’t have to feel bad about upgrading something you already have. This ad uses a sort of social proof persuasion technique. Seeing someone else throw out their old lamp and replacing it with a brand new one, as well as being encouraged to not feel bad about the lamp in the rain, persuades the viewer to do the same.
The second ad is targeted to millennials. Millennials are environmentally aware and love sustainable shopping. They like the idea of reuse and recycle. The key message is just that, with little tweaks you can reinvent what you already have. One mans trash is an other mans treasure. Here they use the commitment and consistency technique. Customers who already shop at IKEA will like this ad because they have already committed to the brand and now they will feel the compulsion to stick with it. They are also rewarded by doing something good for the environment.
I don’t think the second ad will be equally successful in making sales go up 8%. Mainly because this ad in a way discourages the customer from buying a new lamp if you already have one that works if you change the lightbulb. This second ad does however make the customer like IKEA as a brand which helps create a stronger brand loyalty and connection.
Post a Comment