Creativity

Ikea's 'Perceptive' Banner Ads Acknowledge You Might Have Clicked on Them Accidentally

Campaign Links With Its 'Where Life Happens' Positioning

By Alexandra Jardine. Published on Jan 27, 2017

Editor's Pick

Ikea's recent Swedish campaign, taglined "Where Life Happens," is all about potraying life in the real world and real homes, without too much old-style advertising gloss. Recent ads by agency Akestam Holst have featured divorced parents, and an angsty teenaged daughter. Now, the retailer is bringing that more realistic approach to banner advertising, too.

As explained in this case study video, its "Perceptive Banner" ads acknowledge that, fairly often when you click on a mobile banner ad, it's not on purpose (Ikea cites research suggetsing that over 60% of clicks are accidental, and down to "fat thumb syndrome.") So, the Ikea-branded banners that pop up greet you with messages like "Really, are you sure?" and "Oh, did you tap by mistake. That Happens?" rather than taking you somewhere you didn't really want to go, and annoying you.

Linking this with the Ikea "Where life happens" messaging is a smart move that might just get consumers smiling about the brand. It's certainly an interesting approach to banners that begs the question -- why do most advertisers still bother?

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jan 27, 2017
Agency:
Akestam Holst
Client:
Ikea

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.