Bienvenido a la república independiente de tu casa
IKEA Spain2006
Bienvenido a la república independiente de tu casa is a 2006 television commercial for IKEA Spain, created by *S,C,P,F..., Barcelona.
The line
Welcome to the independent republic of your home
Why it works
A child's voice reads out the constitution of a home over shaky family camcorder footage: every republic needs an anthem and a flag, the inhabitants look after the flora and fauna, invaders are respected by law, and any law can change the moment you feel like it. To launch IKEA Spain's new positioning, *S,C,P,F... handed video cameras to ordinary families with children aged eight to ten, asked them to imagine their home as a country, and cut some forty hours of footage into a minute. It is studied as positioning grounded in research, which found Spaniards ranked home as the most important thing in their lives, and for a line that left the screen: demand for the doormat seen in the ad was so strong that IKEA put it on sale. The campaign won Spain's Gran Premio a la Eficacia in 2009, with advertising awareness reported at 62 per cent, and IKEA lists a Bronze Lion at Cannes in 2006 among its awards.
Techniques
- Plain folks Uses shaky camcorder footage shot by ordinary families, with a child reading out the home's constitution, so the brand speaks from real living rooms.
- Pathos Casts the home as a family's own republic with an anthem, a flag and laws that change on a whim, appealing to how deeply people cherish home.
Sources · 4
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