In the COVID-19 Era, the Home Shifts from 'A House to Show Others' to 'A House Focused on Myself'
Increased Empathy and Authenticity through Real-Life Episodes of People Living a 'New Life' with IKEA
[Asia Economy Reporter Kim Yuri] Cheil Worldwide announced on the 25th that IKEA's 'Saesalpsureopge' (Living a New Life) advertisement has attracted attention from consumers who have heightened interest in their homes during the COVID-19 era, surpassing 8 million cumulative views on YouTube.
This 'Saesalpsureopge' advertisement is based on the insight that emotional attachment to homes has shifted from "a house prettily decorated to show others" to "a house where one can try various things for what they like" due to COVID-19. It features an emotional portrayal of the home as a space focused on oneself.
The advertisement contains six episodes featuring various people living a 'new life' through IKEA furniture. These include the 'Conviction' episode about a man who remodeled a 1980s hanok instead of living in an apartment and is satisfied with his life; the 'Expansion' episode showing a new type of home where a couple who enjoys surfing lives like family while doing what they love together; and the 'Change' episode about a child who used to be a picky eater but now grows vegetables and learns to appreciate their taste through a home designed for that purpose. The episodes are based on real cases, enhancing empathy and authenticity toward the advertisement.
The advertisement does not prominently feature IKEA furniture but warmly depicts the daily lives of the protagonists in each episode. The background music, "Home Sweet Home" by Car, the Garden, further enhances viewer immersion.
Cheil Worldwide CD Lee Hwansuk said, "We showed the home beyond possessions and property, as a space for oneself and a space that supports one's life," adding, "The message encouraging people to try what they like and dream of starting from their home resonated positively with consumers in the COVID-19 era."
Seo Gisuk, Head of Marketing at IKEA Korea, said, "This year, the key theme of IKEA marketing was 'How to reflect the changed lifestyle at home after COVID-19,'" and added, "Based on IKEA’s various solutions that help consumers focus on themselves and do home furnishing, we plan to provide diverse experiences so that consumers can discover a new life suited to the new era."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
