Creating Homey Spaces for Families: IKEA’s Second-Best Campaign

As a parent, you always want the best for your child, including their bedroom and playroom. However, in Al-Futtaim IKEA‘s latest campaign, ‘Proudly the Second Best’, the focus is shifted to the bond between parents and their children. The campaign highlights how children would rather spend time with their parents than in their bedrooms, giving second place to their living space.

Celebrating the Special Bond Between Parents and Kids

The campaign highlights IKEA’s extensive children’s furniture collection while proudly embracing the idea that kids would rather choose their parents over their beautifully decorated rooms. Featuring IKEA’s top-selling products for children like the ANTILOP highchair, BOLMEN step stool, and SMÅGÖRA cot, the campaign’s natural and heartwarming images show these items left aside in favor of quality time with mom and dad.

A Collaboration with Heart 

‘Proudly the Second Best’ is the result of a partnership between IKEA’s UAE division Al-Futtaim IKEA, the advertising agencies DAVID Madrid and INGO Hamburg. Carla Klumpenaar, General Manager of Marketing and Communications for IKEA in the UAE, Qatar, Egypt, and Oman expressed her satisfaction with the collaboration, saying “Humility is a value that lives in the heart of our brand. Placing parents as the first choice for their children reflects this core belief.  It doesn’t matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”  

Affordable Solutions for Families

With its long-held commitment to affordability, IKEA has made it possible for families everywhere to create comfortable and functional living spaces suited to children’s needs. IKEA’s range of furnishings designed specifically for kids demonstrates the brand’s dedication to helping families live better every day.  

The ‘Proudly the Second Best’ campaign was first released in Germany and Spain in May 2020. A professionally produced integrated campaign created for the IKEA brand by DAVID Madrid and INGO Hamburg, it contains print, digital, and social media assets. Celebrating the heart of the IKEA brand, this campaign is a touching reminder of what really matters most in our homes.

Also read: Godrej Interio’s ‘Summer Carnival’ Goes Big with Impactful Digital Campaign

The Big Picture

Al-Futtaim IKEA’s ‘Proudly the Second Best’ campaign is a celebration of the bond between parents and their children. The campaign is part of  the brand’s strategy to offer affordability and to make everyday life better for families. Through this campaign, the brand hopes to spread its core belief of humility and celebrate parenthood across several channels.