Ikea is a standard sight on the UAE’s OOH and they are no stranger to campaigns with a concise yet meaningful ad copy, just like their last OOH campaign as well. The furniture and interiors giant from Al Futtaim Group is turning things budget-friendly for this specific campaign… From their “Stilren” vase, to their “Karlekgras” cushion, Ikea is making a shift from associating high-quality design with sky-high prices, proving that good quality can come with affordable prices. In this ad, they’re emphasizing that creating a stylish and functional home doesn't have to break the bank. This messaging is reflected in their ad copy “Don’t Worry, you can afford it”, which emanates a reassuring, warm, and comforting aura that consumers will link to the brand. Showing a keen understanding of the Dubai market, while known for its luxurious lifestyle, there's also a growing demand for practical and affordable solutions as consumers grow more conscious. The highlight of the visuals? Undoubtedly the charming pets – albeit with a mischievous streak – have ruined or broken the furniture. That’s where Ikea comes in; they can be replaced just like that with their new affordable prices. The campaign was unveiled the second week of April, on Dubai’s hoardings.
