Old furniture with a label showing the price and name on the street or beach sprouts among the piles of rubbish. So Ikea Norway launched the new The Trash Collection, the last frontier of reuse with an engaging campaign that offers a selection of recovered and regenerated products. The video campaign is all about furniture regeneration and is signed by the Try advertising agency in Oslo. “Over 3 million pieces of furniture are thrown away from us every year. Too many of our people end up in the trash and with this campaign we wanted to show how all of this is no longer necessary. Sometimes the products are fine, but they just need a few spare parts to come back to life, ”said Tobias Lien, head of marketing communications at Ikea.
Password: entertain.
Which also means selling, but recreating a relationship with a consumer who wants to be informed, involved and excited before buying. Thus the brand entertainment, a rib of content marketing, grows again. In Italy, the value in 2020 stood at 526 million euros, with a -4% due to the negative economic situation linked to the pandemic, while the estimate for 2021 is at 589 million euros, with a positive rebound of 12%. A figure that, if confirmed, would bring the overall turnover to levels higher than the year before the pandemic.
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The Obe research
This is what emerges from the sixth edition of Obe’s 2021 branded entertainment market research (Osservatorio Branded Entertainment), an association that brings together the most important players in the marketing and advertising chain including brands, publishers, dealerships, media centers, creative and digital agencies. «A market emerges that has been able to recover well and quickly from the emergency. The return to normality is taking place amid obvious difficulties due on the one hand to the general climate of uncertainty and on the other by a very different context of communication and consumption compared to the past. The relationship between brand and target audience has changed profoundly, “he says Laura Corbetta, OBE President, CEO and Founder of YAM112003.
Hybrid storytelling
But there is more. Today i transmedia projects they represent 45% of the total with a significant growth for the online channel and a slight decline for the television channel. «This means that the product was born already designed to develop the narration on multiple media in a harmonious and coherent way, based on the characteristics of the target audience and the platforms used. If we look at the most used formats, the various social platforms are driving the race: YouTube, Facebook, Instagram and increasingly TikTok. But it is interesting to note that even those offline media that are still recovered and integrated to increase the visibility of the projects remain relevant ”, Corbetta points out.
The media-mix tells a major centrality of digital: social media, online publishing, podcasts and owned media of brands come to absorb 48% of total investments, compared to a stable figure on TV which settles at 40%. Creative agencies and media centers are reconfirmed as the main interlocutors of brands, but the growth of platforms continues. Business models evolve towards more advanced dynamics for a more integrated supply chain: this is how the relationship between those who write, produce and distribute these contents is also rethought. «Even today there is no rigid supply chain or a standard and defined process. The important thing is to work respecting everyone’s specificities and skills and find effective syntheses », Corbetta points out.