IKEA returns to Dubai’s OOH scene with their campaign called Proudly Second Best”, following up on their previous appearance. The campaign featured visuals of parents and children, with messaging that emphasized the idea that IKEA is proudly second best after parents when it comes to creating a nurturing home environment. Some of the visuals used in the campaign included a mother with her child falling asleep on top of her in a cosy, well-lit bedroom with IKEA furniture in the background, including a cot. Also, it displays a father feeding his son in a kitchen with IKEA’s highchair. These visuals were designed to showcase IKEA’s furniture and interiors in the context of a warm and loving family environment. By doing so, the Al Futtaim Group brand was able to communicate its brand values and positioning as a family-friendly brand that supports and empowers families. The target audience for IKEA's campaign was parents and families, as their ad copy states “Dear Parents”. The campaign was designed to resonate with parents of all ages, from young parents with infants and toddlers to older parents with grown-up children. The messaging focused on the idea that while IKEA products can help create a functional home, parents are the most important resource for their children's happiness and well-being. By targeting parents and families, IKEA was able to connect with a key demographic and emphasize its commitment to providing products and solutions that meet the needs of families of all sizes and ages. In Dubai, IKEA released this campaign in the second week of June on hoardings and wall wrappings.
