IKEA’s ‘Pero a tu lado’ campaign positions the brand as a champion of community solidarity and support during challenging times, reinforcing its proposition that everyone deserves a true home—both as a physical space and as a symbol of safety and belonging. The campaign frames IKEA not just as a retailer of home goods but as an enabler of emotional and social wellbeing, celebrating those who “stand shoulder to shoulder” to improve everyday life for others. This narrative aligns IKEA’s product offering with deeper human values tied to connection, care, and resilience.
Strategically, the campaign leverages cultural insight around collective effort and mutual aid, particularly resonant in the context of societal difficulties, such as those intensified during the COVID-19 pandemic period. By focusing on the universal desire for supportive communities and the idea of “arrimar el hombro” (shouldering together), it appeals to Spanish audiences’ sense of social responsibility and unity. The creative angle taps into music storytelling, utilizing the collaboration with DELAPORTE in an official music video format to evoke emotional engagement and create a shared cultural moment. This approach targets viewers who value authenticity and emotional depth, aiming to foster a connection beyond transactional retail to position IKEA as a relevant and caring brand in everyday life. The relatively modest engagement metrics suggest a niche but focused reach, indicative of an awareness-building effort within a specific cultural context rather than mass commercial activation.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The IKEA 'Pero a tu lado' campaign aligns closely with the Symbolize the Benefit format. The campaign celebrates solidarity—“standing shoulder to shoulder” during difficult times—and positions IKEA as a partner in creating “a better everyday” and a “true home.” There is no explicit demonstration or problem-solution arc, nor story-driven resolution with a product as hero. Instead, the core idea is ideological and emotional, with the brand and its home-centric solutions symbolizing the positive impact of collective care and everyday improvement—fitting the symbolic, benefit-driven narrative described by this format.
1. Conforama – Positioned as a value-driven furniture and home goods retailer, Conforama targets budget-conscious consumers seeking affordable, functional designs. It emphasizes wide product variety and convenience, combining style with competitive pricing to appeal to middle-income families in Spain.
2. Leroy Merlin – Known primarily for DIY, home improvement, and garden products, Leroy Merlin positions itself as the go-to expert retailer for home projects, offering quality materials and practical solutions. It targets homeowners and hobbyists focused on customization and improvement.
3. Zara Home – As part of Inditex, Zara Home leverages trendy, fashion-forward home décor and textiles. It appeals to consumers seeking stylish, sophisticated, and seasonal collections that reflect contemporary lifestyle trends, distinguishing itself through design aesthetics.
4. Maisons du Monde – This brand emphasizes eclectic, globally inspired furniture and décor with strong design profiles. It positions itself as a lifestyle brand offering personalized, distinctive pieces that cater to consumers who desire originality and creative expression in their homes.
5. Habitat – Habitat targets design-savvy urban consumers who value modern, functional, and minimalist furniture. The brand differentiates itself with a blend of contemporary European design and accessibility, focusing on quality materials and stylish solutions for city living.
Q: What is Pero a tu lado about?
A: Pero a tu lado is a 2021 campaign created by McCann for IKEA in Spain, focusing on community solidarity during difficult times. The campaign celebrates those who stand shoulder to shoulder to support others and promotes the idea that everyone deserves a true home as a space of comfort and belonging. Delivered through a film featuring an official music video collaboration with DELAPORTE, it connects IKEA’s brand with emotional and social wellbeing beyond its retail offering in the House, Garden, and Retail Services sectors.
Q: What creative device does Pero a tu lado use?
A: Pero a tu lado employs the creative format classified by Clapboard as FORMAT#9 SYMBOLIZE THE BENEFIT. This approach uses symbolic and exaggerated visuals to represent the positive impact of the brand’s offering rather than focusing on explicit product demonstration or a traditional narrative arc. The campaign’s core idea is ideological and emotional, positioning IKEA as a partner in fostering community care and a better everyday life, with the brand symbolizing collective support and the creation of a true home.
Q: What is the campaign proposition for Pero a tu lado?
A: The campaign proposition for Pero a tu lado positions IKEA as a champion of community solidarity and mutual support during challenging times, emphasizing that everyone deserves a true home as both a physical and emotional sanctuary. Targeting Spanish audiences, it leverages cultural values around collective effort and social responsibility, especially relevant during the COVID-19 pandemic. By celebrating those who “stand shoulder to shoulder,” IKEA aligns its home products with deeper human values of connection, care, and resilience, aiming to foster emotional engagement beyond transactional retail.
Q: How does Pero a tu lado rank in Clapboard's archive?
A: Pero a tu lado holds a Clapboard Campaign Score of 59/100, which reflects its creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. This score indicates the campaign’s focused creative approach and its resonance within a specific cultural context, emphasizing emotional storytelling and social values rather than mass commercial activation.
Q: Who are the competitors in IKEA's category?
A: In IKEA’s retail category, competitors include Conforama, which targets budget-conscious consumers with affordable and functional furniture; Leroy Merlin, known for DIY and home improvement products aimed at homeowners and hobbyists; Zara Home, which appeals to style-focused consumers seeking trendy and sophisticated home décor; Maisons du Monde, offering eclectic and globally inspired furniture for those desiring originality; and Habitat, which serves design-savvy urban customers with modern, minimalist furniture solutions blending European design and accessibility.
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