Editing IKEA (section)

===Advertising===
In 1994, IKEA ran a commercial in the United States, titled ''[[Dining Room (advertisement)|Dining Room]]'', widely thought to be the first to feature a homosexual couple; it aired for several weeks before being withdrawn after calls for a boycott and a bomb threat directed at IKEA stores.<ref>{{cite web|url=http://www.commercialcloset.org/common/adlibrary/adlibrarydetails.cfm?clientID=11064&QID=76 |title=''Dining Room Table'' Ikea advertisement |publisher=AdRespect Advertising Education Program |year=1994 |access-date=10 June 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090926070118/http://www.commercialcloset.org/common/adlibrary/adlibrarydetails.cfm?clientID=11064&QID=76 |archive-date=26 September 2009 }}</ref> Other IKEA commercials appeal to the wider [[LGBTQ]] community, one featuring a [[transgender]] woman.<ref>{{cite web|url=http://www.commercialcloset.org/common/adlibrary/adlibrarydetails.cfm?clientID=11064&QID=546|title=''Redecorate Your Life'' IKEA advertisement|publisher=AdRespect Advertising Education Program|year=1999|access-date=10 June 2009|archive-date=17 September 2009|archive-url=https://web.archive.org/web/20090917141037/http://www.commercialcloset.org/common/adlibrary/adlibrarydetails.cfm?clientID=11064&QID=546|url-status=dead}}</ref>

[[File:IKEABerlin.JPG|thumb|upright|German-Turkish advertisement in [[Berlin-Neukölln]]]]
In 2002, the inaugural television component of the "Unböring" campaign, titled ''[[Lamp (advertisement)|Lamp]]'', went on to win several awards, including a [[Clio Awards|Grand Clio]],<ref>Eastwood, Allison; "[http://www.boardsmag.com/articles/online/20030522/clios.html MINI missing but "Lamp" shines at Clios] {{webarchive|url=https://web.archive.org/web/20110814124114/http://www.boardsmag.com/articles/online/20030522/clios.html |date=14 August 2011 }}", ''Boards'', 22 May 2003. Retrieved 22 April 2010.</ref> Golds at the London International Awards<ref>{{cite web |url=http://2008.liaawards.com/2003/winners/tv/25.html |title=Archive: 2003 Winners, London International Awards |publisher=2008.liaawards.com |access-date=13 June 2013 |archive-url=https://web.archive.org/web/20140312033811/http://2008.liaawards.com/2003/winners/tv/25.html |archive-date=12 March 2014 |url-status=dead}}</ref> and the ANDY Awards,<ref>{{cite web|url=http://www.andyawards.com/winners_2003/television2.php |title=Archive: 2003 Winners, ANDY Awards |publisher=Andyawards.com |access-date=13 June 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120723191839/http://www.andyawards.com/winners_2003/television2.php |archive-date=23 July 2012 }}</ref> and the Grand Prix at the [[Cannes Lions International Advertising Festival]],<ref>Mutel, Glen; "[http://www.campaignlive.co.uk/news/183958/Surprise-Cannes-lamp-wins-Grand-Prix/ Surprise at Cannes as 'lamp' wins Grand Prix] {{Webarchive|url=https://web.archive.org/web/20110809235526/http://www.campaignlive.co.uk/news/183958/Surprise-Cannes-lamp-wins-Grand-Prix/ |date=9 August 2011 }}", ''[[Campaign (magazine)|Campaign]]'', 27 June 2003. Retrieved 22 April 2010.</ref> the most prestigious awards ceremony in the advertising community.

A debate ensued between Fraser Patterson, Chief Executive of Onis, and Andrew McGuinness, partner at [[Beattie McGuinness Bungay]] (BMB), the advertising and PR agency that was awarded the £12 million IKEA account.<ref>{{cite web|url=http://www.mad.co.uk/BreakingNews/BreakingNews/Articles/bd5d7deae8ff43a0bbd83f8a9dc15ff3/Ikea-campaign-attracts-copycat-claims.html |title=Ikea campaign attracts copycat claims |publisher=Mad.co.uk |date=21 September 2007 |access-date=10 June 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090511055001/http://www.mad.co.uk/BreakingNews/BreakingNews/Articles/bd5d7deae8ff43a0bbd83f8a9dc15ff3/Ikea-campaign-attracts-copycat-claims.html |archive-date=11 May 2009 }}</ref><ref>{{cite web|url=http://www.sundayherald.com/business/businessnews/display.var.1741413.0.ikeas_new_marketing_campaign_remarkably_similar_to_strategy_used_by_scotsled_firm.php|title=Ikea's new marketing campaign 'remarkably similar' to strategy used by Scots-led firm|work=Sunday Herald|access-date=10 June 2009|archive-url=https://web.archive.org/web/20071011011621/http://www.sundayherald.com/business/businessnews/display.var.1741413.0.ikeas_new_marketing_campaign_remarkably_similar_to_strategy_used_by_scotsled_firm.php|archive-date=11 October 2007}}</ref> The essence of the debate was that BMB claimed to be unaware of Onis's campaign as Onis was not an advertising agency. Onis's argument was that its advertising could be seen in prominent landmarks throughout London, having been already accredited, showing concern about the impact IKEA's campaign would have on the originality of its own. BMB and IKEA subsequently agreed to provide Onis with a feature page on the IKEA campaign site linking through to Onis's website for a period of one year.

In 2008, IKEA paired up with the makers of video game ''[[The Sims 2]]'' to make a [[The Sims 2 Stuff packs|stuff pack]] called ''IKEA Home Stuff'', featuring many IKEA products. It was released on 24 June 2008 in North America and 26 June 2008 in Europe. It is the second stuff pack with a major brand, the first being ''[[The Sims 2 Stuff packs#H&M Fashion Stuff|The Sims 2 H&M Fashion Stuff]]''.

IKEA took over the title sponsorship of [[Philadelphia]]'s annual [[6abc IKEA Thanksgiving Day Parade|Thanksgiving Day parade]] in 2008, replacing [[Boscov's]], which filed for bankruptcy in August 2008.

In November 2008, a subway train decorated in IKEA style was introduced in [[Novosibirsk]], Russia.<ref>{{cite web|url=http://metkere.com/2008/11/ikea.html|title=IKEA в метро|publisher=metkere.com|language=ru|access-date=28 January 2013|archive-date=19 January 2013|archive-url=https://web.archive.org/web/20130119065112/http://metkere.com/2008/11/ikea.html|url-status=live}}</ref> Four cars were turned into a mobile showroom of the Swedish design. The redesigned train, which features colourful seats and fancy curtains, carried passengers until 6 June 2009.

[[File:Ikea subway.png|thumb|left|IKEA marketing campaign in the [[Paris Métro]]]]

In March 2010, IKEA developed an event in four important [[Paris Métro|Métro]] stations in Paris, in which furniture collections are displayed in high-traffic spots, giving potential customers a chance to check out the brand's products. The Métro walls were also filled with prints that showcase IKEA interiors.

In September 2017, IKEA launched the "IKEA Human Catalogue" campaign, in which memory champion [[Yanjaa|Yanjaa Wintersoul]] memorized all 328 pages of the catalogue in minute detail in just a week before its launch. To prove the legitimacy and accuracy of the campaign, live demonstrations were held at press conferences in IKEA stores across Malaysia, Singapore, Thailand as well as a [[Facebook live|Facebook Live]] event held at the Facebook Singapore headquarters and talk show demonstrations in the US with [[Steve Harvey]] among others.<ref>{{cite web|url=http://ikeahumancatalogue.com/|title=IKEA Human Catalogue|website=ikeahumancatalogue.com|access-date=17 June 2018|archive-date=18 June 2018|archive-url=https://web.archive.org/web/20180618002541/http://ikeahumancatalogue.com/|url-status=live}}</ref> The advertising campaign was hugely successful winning numerous industry awards including the [[Webby Award|Webby award]] 2018 for best social media campaign,<ref>{{Cite news|url=https://www.webbyawards.com/winners/2018/advertising-media-pr/advertising-campaigns/social-media-campaigns/the-ikea-human-catalogue/|title=The IKEA Human Catalogue {{!}} The Webby Awards|access-date=17 June 2018|archive-date=17 June 2018|archive-url=https://web.archive.org/web/20180617215855/https://www.webbyawards.com/winners/2018/advertising-media-pr/advertising-campaigns/social-media-campaigns/the-ikea-human-catalogue/|url-status=live}}</ref> an [[Ogilvy & Mather|Ogilvy]] award and is currently a contender for the [[Cannes Lions International Festival of Creativity|Cannes Lions]] 2018.<ref>{{Cite news|url=http://www.adnews.com.au/news/20-ad-campaigns-tipped-to-win-at-cannes-lions|title=20 ad campaigns tipped to win at Cannes Lions – AdNews|access-date=17 June 2018|archive-date=17 June 2018|archive-url=https://web.archive.org/web/20180617100304/http://www.adnews.com.au/news/20-ad-campaigns-tipped-to-win-at-cannes-lions|url-status=live}}</ref>

In 2020, IKEA conducted a "Buy Back Friday" campaign with a message to present a new life to old furniture instead of offering customers to buy new items for Black Friday.<ref>{{cite web|title=IKEA Black Friday 2020|url=https://www.ikea.com/us/en/campaigns/black-friday/|access-date=11 April 2021|website=ikea.com|archive-date=11 April 2021|archive-url=https://web.archive.org/web/20210411144930/https://www.ikea.com/us/en/campaigns/black-friday/|url-status=usurped}}</ref>

In June 2021, IKEA said it had suspended adverts on [[GB News]] because of concerns the channel's content would go against their aim to be inclusive. In a statement IKEA said: "We have safeguards in place to prevent our advertising from appearing on platforms that are not in line with our humanistic values. We are in the process of investigating how this may have occurred to ensure it won't happen again in future, and have suspended paid display advertising in the meantime."<ref>{{Cite news|url=https://www.theguardian.com/media/2021/jun/15/brands-pull-ads-from-gb-news-tv-channel-over-content-concerns|title=Brands pull ads from GB News TV channel over content concerns|access-date=16 June 2021|archive-date=15 June 2021|archive-url=https://web.archive.org/web/20210615235639/https://www.theguardian.com/media/2021/jun/15/brands-pull-ads-from-gb-news-tv-channel-over-content-concerns|url-status=live}}</ref>

At the end of August 2023, IKEA launched a 6-second advertisement titled “Ads That Skip You” highlighting the benefits of neat organization.<ref>{{Cite web |title=We will be brave and fun in our upcoming campaigns: Ikea India's Anna Ohlin {{!}} Advertising |url=https://www.campaignindia.in/article/we-will-be-brave-and-fun-in-our-upcoming-campaigns-ikea-indias-anna-ohlin/492119 |access-date=2024-11-28 |website=Campaign India}}</ref><ref>{{Cite web |last= |first= |title=IKEA India shows how organizing can save time with 'Ads That Skip You' Series |url=https://www.afaqs.com/news/advertising/ikea-india-shows-how-organizing-can-save-time-with-ads-that-skip-you-series |access-date=2024-11-28 |website=www.afaqs.com |language=en}}</ref> Created by agency Leo Burnett India, the ad illustrates quickly finding items with time to press "skip ad."<ref>{{Cite web |title=IKEA: Bạn không bỏ qua quảng cáo, quảng cáo "bỏ qua" bạn |url=https://www.brandsvietnam.com/congdong/topic/336620-ikea-ban-khong-bo-qua-quang-cao-quang-cao-bo-qua-ban |access-date=2024-11-28 |website=www.brandsvietnam.com |language=vi}}</ref><ref>{{Cite web |title=Bàn làm việc |url=https://noithatduckhang.com/ban-lam-viec |access-date=2024-11-28 |language=vi}}</ref><ref>{{Cite web |date=2023-04-05 |title=Ikea appoints Leo Burnett India as its creative agency: Reports - Exchange4media |url=https://www.exchange4media.com/advertising-news/ikea-appoints-leo-burnett-india-as-its-creative-agency-reports-126493.html |access-date=2024-11-28 |website=Indian Advertising Media & Marketing News – exchange4media |language=en}}</ref> The view-through rate exceeded expectations by over 35%, reaching above 90% in all targeted markets. Additionally, there was an overall increase of 32% in clicks compared to the original target.<ref>{{Cite web |title=Campaign of the Week: Ikea, Ads That Skip You |url=https://www.contagious.com/news-and-views/ikea-uses-self-skipping-ads-to-promote-practical-furnishings |access-date=2024-11-28 |website=Contagious |language=en}}</ref> In September 2024, IKEA added a fresh twist to its marketing strategy by transforming everyday windows into out-of-home advertising spaces.<ref>{{Cite web |title=Ad of the Day: Ikea turns private homes into mini billboards |url=https://www.thedrum.com/news/2024/09/20/ad-the-day-ikea-turns-private-homes-mini-billboards |access-date=2024-11-28 |website=The Drum}}</ref>