Tag: IKEA Singapore

Singapore – Popular furniture brand IKEA has joined the April Fools’ quirkiness by launching its own ‘INVSBÅL’ collection, inspired by makeshift home solutions to everyday clutter, and intentionally resembles convenient solutions that don’t fully address everyday messes at home, but over time, have become part of the home—simply because we grow accustomed to it.

Launched in time for April Fool’s Day and cheekily named the INVSBÅL collection (a play on “invisible”), the range features a see-through laundry basket, a transparent picture frame, as well as colourless storage boxes and clear shoe racks. 

Moreover, the campaign’s visuals are shot in real homes and featuring relatable everyday messy situations, and seemingly showcases an INVSBÅL product that offers to “solve” the mess for a low price of just $1.04. A keen eye will notice that there is no real product pictured in the frame, and the price tag hints at the fact that the entire collection is just an April Fool’s joke.

While the products might be made up, the INVSBÅL collection aims to serve a real purpose—to shine a light on such easily overlooked messes and subtly nudge homeowners to seek better home solutions with IKEA. 

A spokesperson for The Secret Little Agency (TSLA), the agency that conceptualised this campaign, said, “Life goes by so quickly in Singapore, and little things tend to add up around the home. To keep up, we often find ourselves using quick-and-easy solutions to contain the mess, and we eventually become used to the mess itself. It’s like the mess blends in, and becomes part of the furniture. That was how the INVSBÅL collection came about.”

To achieve this, the social posts drive users to an IKEA webpage that shares more details on the INVSBÅL collection—but also cleverly leads visitors to check out other existing IKEA collections and items if you “can’t see what you’re looking for”.

In addition, IKEA Singapore also created a new trend on Instagram Stories, inviting fans to snap and share photos of their own INVSBÅL solutions at home.

Another TSLA spokesperson added, “We knew that every other brand would be jumping at the chance to share a funny joke or a prank on April Fool’s. But we wanted to go beyond that, and use April Fool’s Day as a platform to highlight a real pain point in Singaporean homes, and offer a real solution—but in a joyful and light-hearted way.”

Singapore – IKEA in Singapore is celebrating its 45th anniversary and to mark such a milestone, it has developed a special edition of one of its staple merchandise – the IKEA pencil. 

In a very literal way, the furniture brand extends its branded pencils into a longer size to represent the many years it’s been doing business in The Lion City. Add to this is a tongue-in-cheek social media creative that sees it creating a carousel to emphasise how long it has been created for the special anniversary. 

“In fact, a really really long one – so much so, that it needs to be posted as a carousel,” Said TBWA\Singapore, the brand’s partner for the campaign. 

The IKEA pencil is an iconic item found in its stores and is freely given to visitors. 

“As a nod of appreciation to the people who have supported the brand over the years, we thought it would be fun to create some nostalgia with the iconic IKEA pencil that we all know and love,” said Asheen Naidu, executive creative director at TBWA\Singapore. 

In order to obtain the special edition pencil, fans of the brand can visit IKEA stores across Singapore from 27 April – 1 May, and stand a chance to go home with the extra long collectible. During the campaign’s period, customers can also expect long-themed social activations and in-store executions.