{"id":1098,"date":"2016-11-30T16:26:37","date_gmt":"2016-11-30T16:26:37","guid":{"rendered":"http:\/\/billboards.bmediagroup.com\/?p=1079"},"modified":"2016-11-30T16:26:37","modified_gmt":"2016-11-30T16:26:37","slug":"syrian-home-ikea","status":"publish","type":"post","link":"https:\/\/www.bmediagroup.com\/news\/syrian-home-ikea\/","title":{"rendered":"A Syrian Home from IKEA"},"content":{"rendered":"

Most people would like to help a good cause if they are able, but sometimes they\u2019re not sure how to go about doing it. Instead, they go on with their daily lives and tune out the misfortunes of others. But, since they don\u2019t really think about it, their conscious remains clear.<\/p>\n

However, one major retailer recently teamed up with a large charity to bring a war zone to a peaceful country. Shoppers in Norway went to buy furniture and housewares in a local IKEA, and they encountered what it feels like to live in the middle of the war in Syria.<\/p>\n

\"Ikea<\/p>\n

Syria in Norway<\/h2>\n

The display inside the Norwegian store was a 25-square-meter replica of an actual home in Damascus. It was built of realistic materials (not just false backdrops), and it was mixed in with the other kitchen displays selling Scandinavian housewares. The price tags looked just like the others around the store, but they actually contained information about how people are living in Syria right now. Since that didn\u2019t quite meet the whole goal, they also provided instructions on how people could donate to help the Syrian residents.<\/p>\n

The Important Partnership<\/h2>\n

This was a major effort by IKEA<\/a>, but they made sure it wasn\u2019t all about them. It was done as a partnership with the Red Cross<\/a>, and that was helpful for a few reasons. First, it added a lot of depth and credibility to the campaign. It\u2019s obvious that IKEA doesn\u2019t have a direct presence in Syria, so they would have to partner with some organization to make an impact. Next, both brands generally have a positive image (even though they\u2019re very different), and putting them together will build a comparison in the minds of consumers that\u2019s likely to last a while.<\/p>\n

\"Ikea<\/p>\n

Advertising Is No Longer Just Advertising<\/h2>\n

There was a time when advertisements were fairly simple, and their whole purpose was to increase sales. Those times are gone. Consumers now want to feel connected to a brand, and they want to know that they share similar values. Advertising has to be a way to get into lives of average people, and only then will it influence their purchasing decisions. Shoppers aren\u2019t always only interested in the lowest price or the highest quality. We\u2019re seeing a growing trend that people want to be part of ethical movements, and unique marketing campaigns like this can be the way to convince them.<\/p>\n

Results of the Syrian Home<\/h2>\n

This display was set up for less than a month, from October 17-31, 2016, but it made a big impact during that time. It raised about 22 million euros of donations<\/strong> that went to the Red Cross in order to help in Syria. Plus, more than 40,000 people visited the display each week, so it likely made a lasting impression on all of them.<\/p>\n

\"Ikea<\/p>\n

IKEA\u2019s Social Causes<\/h2>\n

IKEA, like many other large corporations, tries to have a positive image with regards to Corporate Social Responsibility. They often focus on sustainability issues, which is logical since they are primarily a manufacturing company. However, they also try to help people and the planet, so this matches with one of their clear goals. It wasn\u2019t just a random publicity stunt.<\/p>\n

Charities Can Benefit<\/h2>\n

In this case, the Red Cross could have set up a similar house on a street corner in a major city. That would\u2019ve attracted a lot of attention, but it\u2019s unlikely it would\u2019ve had as much of an impact as it would in a store that many people are familiar with. Charities can usually benefit from any help that they are offered, but assistance from a popular company can turn customers into humanitarians.<\/p>\n

\"Ikea<\/a><\/p>\n

Brands Can Bring Problems Closer to People<\/h2>\n

This was especially powerful since it was based on a real home, and the display gave information about the people who live in it. Also, the contrast was highlighted by the fact that it was next to the normal scenes of Scandinavian homes that shoppers were used to. While they were imagining they\u2019re own kitchens and bedrooms, they faced the hard truth of seeing how so many unfortunate others are living.<\/p>\n

Ethical Companies Have Strong Brands<\/h2>\n

Marketing isn\u2019t always about raising sales. In this case, shoppers sent money to the Red Cross, not to IKEA. But, this will benefit their brand as a whole. Now they\u2019re viewed as a company that helps those in need, and that will motivate shoppers (often on a subconscious level) to purchase from the company that\u2019s trying to save the day.<\/p>\n

Can Your Company Help?<\/h2>\n

Have you ever thought about a similar campaign for your company? You don\u2019t have to help someone who\u2019s on the other side of the world, and instead you could offer support to someone right here in your own community. We would love to give you the assistance you need to bring positive change to the world, so give us a call, and we\u2019ll be proud to be part of your marketing mix.<\/p>\n","protected":false},"excerpt":{"rendered":"

Most people would like to help a good cause if they are able, but sometimes they\u2019re not sure how to go about doing it. Instead, they go on with their daily lives and tune out the misfortunes of others. But, since they don\u2019t really think about it, their conscious remains clear. However, one major retailer […]<\/p>\n","protected":false},"author":1,"featured_media":1320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[8,23],"tags":[],"class_list":["post-1098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-guerilla-marketing"],"yoast_head":"\nGuerrilla Marketing for Good | A Syrian Home from Ikea<\/title>\n<meta name=\"description\" content=\"Not all guerrilla marketing is made just to try and increase sales. 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