IKEA’s clever combination of sleek visuals and relatable situations has translated into tangible success, with thousands of views across various platforms. Their marketing team leverages a deep understanding of their target audience’s desires and pain points, creating commercials that resonate on an emotional level. This particular video cleverly employs the Before, After, Bridge (BAB) framework to showcase the transformative power of their blackout blinds.
OBJECTIVES
- Highlight the disruptive nature of light pollution in bedrooms.
- Position IKEA’s blackout blinds as the ultimate solution for a restful sleep.
- Subtly reinforce IKEA’s brand image as a provider of stylish and practical home solutions.
THE HOOK
- The Intriguing Beginning: The video opens with a tranquil bedroom scene bathed in soft, natural light. The camera slowly pans across the room, showcasing the comfortable bed and aesthetically pleasing décor, setting a serene and aspirational tone. The initial ambience is one of peace and relaxation, creating a sense of longing in the viewer.
- The Abrupt Disruption: Suddenly, the peace is shattered as glaring headlights from a passing car flood the room, disrupting the serenity. This jarring shift immediately grabs the viewer’s attention, forcing them to confront a common problem – unwanted light disrupting sleep. This intrusion of harsh, artificial light serves as a stark contrast to the previous tranquillity, instantly making the viewer aware of the disruptive nature of light pollution.
WHY IT WORKS
- Relatability: The scenario resonates with anyone who has experienced sleep disruptions due to external light sources.
- Visual Storytelling: The contrast between the peaceful “before” and the jarring “after” effectively communicates the problem without relying heavily on dialogue.
- Subtle Branding: While the focus remains on the problem and solution, the stylish bedroom setting subtly reinforces IKEA’s brand aesthetic.
- Emotional Connection: By showcasing the negative impact of light pollution on sleep, the video taps into the viewer’s desire for comfort and well-being.
TAKEAWAYS
- Simplicity is Key: A simple, relatable problem and solution can be highly effective.
- Visual Storytelling: Leverage visuals to evoke emotions and communicate your message powerfully.
- Subtle Branding: Integrate your brand organically within the narrative rather than resorting to overt promotion.
KEY ELEMENTS
- Introduction (hook): The peaceful bedroom scene abruptly interrupted by car headlights.
- Problem statement: Unwanted light disrupting sleep.
- Solution (product/service): IKEA’s blackout blinds.
- Benefits and features: The blinds effectively block out all light, creating a completely dark environment for sleep.
- Call to action (CTA): While not explicitly stated, the video implicitly encourages viewers to consider IKEA’s blackout blinds for a better night’s sleep.
MAKE IT YOURS
- Identify a Relatable Problem: What everyday problem does your product or service solve?
- Showcase the “Before” and “After”: Demonstrate the undesirable “before” state and how your product provides the desirable “after.”
- Focus on Visual Storytelling: Use compelling visuals to evoke emotion and convey your message.
- Subtly Integrate Your Brand: Maintain focus on the problem/solution while subtly showcasing your brand identity.
- Consider an Implicit CTA: Instead of a hard sell, let the video’s message guide viewers toward your product as the solution.
Instead of directly replicating the IKEA commercial, businesses can adapt its core principles to create their own compelling BAB narratives. Whether it’s noise-cancelling headphones restoring tranquillity in a chaotic commute or a productivity app transforming a cluttered schedule into an organised workflow, the key is to highlight a relatable problem and position your product as the bridge to a better “after.”