IKEA

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Malaysia is undergoing a process of flattening the curved. Malaysia has already undergoing 4 phase since its started on 18th march. With the recent update the number of cases has increase a little bit however the number of recovered are also increased. Thus, Malaysia is on the right path to overcome this pandemic as long as people follows the instruction that has been given by the government. We should not take advantages on our under recovering period. If not, we would probably end up like Singapore. 


Since the pandemic corona virus has affected people around the world, I would like to choose brand IKEA as my case study. The purpose of the case study is to create a PSA creative campaign. The objective is to choose brands or product that can bring benefit to the brand during the conditional MCO.


Ikea was founded by Ingvar Kamprad in 1943. It was based on Sweden and well known as the world largest furniture retailer. Ikea has a big vision which is to create a better everyday life for many people. And hence during this pandemic season, Ikea has been actively involved worldwide on helping people around the world.

In malaysia, the strategy that Ikea can use is by developing trough the idea of staying home.

Idea: Staying home
Concept : “Social experiment” by building a house deco concept using Ikea truck to spread awareness to stay at home.




























This are the example of Ikea truck and home deco that can be found. I believe this strategy are efficient on bringing awareness of making people stay at home. It is important to stay at home in order to decrease the chances of getting covid and to decrease social interaction between people. Hence, the first strategy is by putting a banner or signboard to stay at home all the time.

The banner or the signboard will have a copy that delivers a good message to the public. As example, “Hone is the most important thing in the world’. Stay safe together with Ikea.

Moreover, although Ikea didn’t directly sell their product, but the house build concept here can attract people that involved to remember it. Especially during the pandemic, people start to cook, decorate rooms or house  and playing music during then RMO. As a brand that sells furniture, this is the opportunity for Ikea to grab.

Timeline

The social experiment will be conduct at the main highways in Kuala Lumpur and few selected states that has high cases of covid like in Selangor and Johor.

Strategic places will be choosen to promote furniture of IKEA alongside to advocate the importance of staying at home during covid 19.  
















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