IKEA has taken a different approach to Black Friday, turning the instinct to keep a good bargain to yourself into the center of a new campaign developed by Havas Host.
There is something uncomfortable about telling someone else where you found a really good deal. After all, the fewer people who know about it, the better your chances of getting your hands on the good stuff.
IKEA Australia and New Zealand has played on that instinct with its latest Black Friday campaign titled ‘Deals You’ll Want to Keep to Yourself’.
Rather than make another appeal to shoppers looking for discounts, the campaign instead explored the lengths people go to when they find exceptional value.
The work is built on IKEA’s existing sale platform that was introduced in 2024, and has been developed specifically for the Australian and New Zealand markets.
Directed by filmmaker Lex Hodge of FINCH, the campaign was filmed in Parramatta and at IKEA’s Marsden Park store in Sydney.
The campaign spans television, online video, streaming, pause screens, out-of-home, radio, podcasts and presenter talent. Social activity has taken a more locally driven approach, bringing IKEA employees into brand content alongside creator partnerships.
“‘Deals You’ll Want to Keep to Yourself’ builds on the strong equity of the Sale campaign we introduced in 2024. Together with Havas Host and Mindshare, our ambition is to zig where others zag during Black Friday, creating an integrated idea that cuts through the sea of retail sameness. By leaning into the playful twinkle in the eye that IKEA is famous for, and the cleverness of finding a great deal, we’ve created a campaign that feels culturally relevant, emotionally engaging and unmistakably IKEA,” said IKEA Australia and New Zealand head of marketing Erin Falconer.
“I love the insight that the better the value gets, the more excusable the behaviour becomes as people try to hoard all the good stuff for themselves. Done with humour and a bit of IKEA twinkle, these ads are designed to be entertaining but relatable all at the same time,” said Havas Host executive creative director Anna Yates.
The campaign also comes as IKEA continues to invest in its affordability proposition beyond seasonal sales activity.
The Australian sale runs from November 5 to November 30, offering 10 per cent off almost everything. The campaign will roll out in New Zealand from November 17, ahead of its local Black Friday sale from November 27 to November 30.
Credits
Production Company: FINCH
Director: Lex Hodge
Music & Sound: Massive
Post-Production: White Chocolate & Matt Fezz
Casting: Citizen Jane
Creative Agency: Havas Host
Media: Mindshare Australia & New Zealand
