Ikea Launches New Campaign Centred on Sustainability and Energy Cost Reduction

Swedish retailer Ikea is gearing to shift its marketing approach with its first ever UK campaign promoting the company's sustainability credentials.

Peter Wright, Ikea's UK and Ireland Marketing Manager, has said that the campaign aims to highlight who they are - a brand with roots in Smaland, Sweden, where the locals are naturally "thrifty and resourceful" and where sustainability is a natural way of life.

Wright concluded: "This is a sustainability campaign but also a brand campaign. We need to explain what we stand for and celebrate that."

The new marketing strategy is titled "The Wonderful Everyday". It includes TV and radio ads created by agency Mother, with the first ads rolling out this Saturday (8 February). Digital and social media campaigns will also be running throughout the year.

With a focus on motivating consumers to swap incandescent light bulbs for LED in order to save energy, the spots show a forest in the dark, with each tree becoming artificially illuminated until most of the forest is lit up. They feature a message about Ikea's commitment to sustainability, with a voiceover that says: "By 2016 we will only sell energy efficient LED light bulbs. Sometimes small things can make a big difference."

Wright believes this sustainability message comes at a highly relevant time as the UK public is increasingly concerned about their energy bills - it is estimated that the average house uses 26 light bulbs which generally cost more than £100 a year in energy, while in contrast a switch to LED light bulbs can achieve approximately an 85% reduction in cost.

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