Agency: Ogilvy
Objectives
Going back to college is more stressful now than ever. Students have too much to worry about, from classes to exams to tuition. And they don't have time for a 30 second commercial.
IKEA products are stylish, useful, and affordable-the holy trinity for our target. But for our Back To College campaign to succeed, we wanted to cut through the usual clutter of back to school marketing and deliver something that could actually help our target audience: stressed college students who need a way to relax.
Strategy
Before school starts in September, college students are inundated...