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Reading: Ikea Renames Products After Frequently Googled Problems That The Products Solve
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B&T > Advertising > Ikea Renames Products After Frequently Googled Problems That The Products Solve
Advertising

Ikea Renames Products After Frequently Googled Problems That The Products Solve

Staff Writers
Published on: 9th December 2016 at 10:50 AM
Staff Writers
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Swedish agency Åkestam Holst has created a clever new play on words in its latest campaign for Ikea. Called ‘Retail Therapy’, the campaign uses a website to display products that have been renamed to match common Google searches in Sweden.

It’s a cheeky takeover of SEO, but these aren’t just any queries. Each refers to a relationship problem and is, as a result, linked to a product that can practically solve it. Check the video out below.

Some ‘Retail Therapy’ solutions are witty: ‘My daughter is out all night’ guides users to a disco ball, ‘My partner annoys me’ to a double-desk separated by a cubby wall, and ‘The attraction is gone’ points to magnets.

Others are befuddling. ‘My son plays too much computer games’ drives users to a pair of scissors? It isn’t clear whether the kid should take up scrapbooking, or cut the cord, perhaps.

Each landing page ends with an array of related products, in this case labelled ‘Related relationship problems’.

CREDITS
Agency: Åkestam Holst
Client: Ikea
Creative Director: Magnus Jakobsson
Art Director: Caroline Andersson
Copywriter: Felicia Jensen
Digital Producer: Alex Picha
Digital Strategy: Anna Lundeborg
Planner: Karl Andersson
Project Manager: Kjell Mansson
Production Manager: Mimmi Morén
Web Developer: Kalle Peterz

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TAGGED: Advertising Standards Bureau, Uniformdating.com
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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