IKEA has just launched a new campaign for its second-hand platform, putting users at the forefront of the conversation and giving them a voice. As a pioneer in this space, the company has chosen Spain as its pilot country, further solidifying its commitment to sustainability and the circular economy.
The campaign, developed by McCann, not only showcases the affordability of second-hand furniture but also emphasizes the importance of selling unused items, allowing them to be given a new life. By focusing on real stories from users, the concept highlights the past and potential future of each piece of furniture, demonstrating how it can continue to be a part of new homes.
According to Gabriel Ladaria, Marketing Director and IKEA INSIGHTS in Spain, “The main message of the campaign is clear: ‘We love low prices, although they are not ours’, because we believe in accessible design for all and in the importance of our products having a second life.” This approach underscores IKEA’s dedication to making design accessible to everyone, while also promoting the value of giving products a second life.
The campaign comes in six different versions, each tailored to specific consumer profiles and types of furniture. This adaptability reflects the diverse experiences of those who buy and sell on the platform, promoting not only the platform itself but also a more conscious and sustainable consumption model that aligns with IKEA’s vision.
By leading this project in Spain, IKEA is taking another step forward in its sustainability strategy, promoting a future where reuse and sharing are integral to consumption. This initiative reinforces IKEA’s presence in the second-hand market and expands its sustainable offerings. As the pilot country, Spain is at the forefront of this strategy, which may be expanded to other markets in the future.