IKEA’s Herding Cats and Meme Trading

Very interesting new spot from IKEA in the UK. 100 cats were released into an IKEA store and the results were edited down to a very emotive :60 spot:

To me, it’s interesting for a number of reasons:

  1. Did IKEA’s research team discover IKEA shoppers over-index on cat ownership? At Radar DDB we are using our social listening process to map connection points between our clients’ target consumers – what do they do, like, listen to, play etc – to generate actionable insights. We have an interesting programme coming up which plays squarely off of the insight Parker generated from a listening audit.
  2. If IKEA shoppers don’t over-index on cat ownership, it’s even more interesting – do you now create content which plays into existing memes? I noticed on the YouTube page that this has been seen on icanhascheezburger and this is the exact sort of content I can see the lolcatz community taking and making their own either through sharing or mashups.
  3. Does every TV commercial now have to have a making of video as well? It’s really strange to watch the making of video before the actual spot, as I did this morning, but its an interesting entry point nonetheless:

“Meme trading” moniker courtesy of our digital producer/engagement manager Chris Webden.

2 Responses to IKEA’s Herding Cats and Meme Trading

  1. […] “I noticed on the YouTube page that this has been seen on icanhascheezburger, and this is the exact sort of content I can see the lolcatz community taking and making their own either through sharing or mashups,” he wrote in a blog entry. […]

  2. I’ve made a parody of this on my YouTube channel – http://www.youtube.com/watch?v=FKMroEyB9c8

    I think it’s the first one out there, so would love it if you checked it out and shared it. Hopefully it will go viral…

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