A Better Day, Every Day
01 Background
IKEA arrived in Mexico with no brand equity and a perception problem: foreign retailers are assumed to be expensive and not for everyone. Homes are small (around 62 m²) and full, averaging 3.6 people.
02 Brief
Win Mexican hearts before a single store opened, with a market entry plan for Guadalajara that felt locally earned, and IKEA’s first mass media campaign in Mexico.
03 Solution
The instinct was to lead with design. We pushed back: Mexicans fall in love with brands through recognition, not aesthetics, and music is a native language here.
Three iconic Mexican songs, rewritten around daily home life, anchored three TV spots, each a real household. It ran 360 with outdoor near schools and family spots, and prices shown from day one, breaking category convention to kill the ‘expensive’ perception.
More films
04 Results
- 01Successful national launch and Guadalajara opening
- 02IKEA became a top-of-mind home solutions brand in Mexico
- 03Pricing-in-awareness adopted as standard for future campaigns
- 04Montalvo now runs IKEA Mexico’s full funnel nationwide