Virtue Worldwide debut campaign for IKEA Europe showcases the retailer’s sustainable items as a happy family starts its day.
The ad is running across TV, social media, digital and print in six European countries.
This ad appeals to buyers by addressing the anticipated positive emotions in purchasing eco-friendly products. Example of products showed in the ad includes sustainable cotton beddings and cushion cover, and eco-friendly bamboo chopping board. The family is shown enjoying the products in the cozy home setting. The image of the close family bond shows on the ad focuses on the family’s joy and in doing so strives to reinforce the anticipated pride and pleasure of using sustainable products.
Research has found that by demonstrating the feeling of pride associated with ‘going green’, it motivates buyers to make environmental decisions. Termed as the ‘Greenconsumption Effect’, another study explains how buyers enjoy a euphoric feeling while using ecologically friendly products.
Before pursuing a goal, that’s purchasing sustainable products in this ad, it requires anticipating the outcome or reward, the feeling of pride and happiness of buying the products. The ad shows the mom waking up with a smile on her face, dancing with her son in the living room before breakfast time conveys a message that happiness can be achieved when you use sustainable products.
A clever way to use anticipated emotions as a guide to choice, this family-centric campaigns will certainly grab viewer’s attention with its heartfelt messages.
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