Its upcoming campaign, created by Mother, will attempt to explain to customers how Ikea can help them improve their homes.
The first TV ad to reflect the change in strategy breaks in the UK on Saturday (20 October) and is shot in the style of a music video. It unfolds from the point of view of a little girl who is watching her parents entertain friends. Follow-up executions will have spring cleaning and outdoor living as their themes.
Peter Wright, Ikea's marketing manager, told Marketing the fresh brand activity coincides with a "step-change" in ad investment by the chain in the UK. He said: "Awareness isn’t where I would like it to be, and preference for the brand could be stronger."
The change comes as part of Ikea’s attempts to drive behavioural change in the UK, with Wright claiming many people spend on consumer electronics but ignore the fact their home is "falling apart".