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:
- 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.
- 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.
- 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.