Ikea marks its arrival in Aotearoa with ‘Ikea, everywhere’

Ikea has launched a localised campaign, ‘Ikea, everywhere’, after its December 4 opening in Auckland.

‘Ikea, everywhere’ marks the first full-funnel brand campaign purpose-built for the New Zealand market. It was developed by Havas Host and shot in New Zealand by Match Artists’ Fraser Clements. The Pool Collective’s Danny Eastwood also shot in Australia.

The campaign blends globally recognised brand assets with Kiwi culture, homes and humour.

Reflects the hype

Ahead of coming here, Ikea studied 500 Kiwi homes to uncover their needs and dreams for everyday living. Insights from the first New Zealand edition of Ikea’s Life at Home Report feed into the campaign. The findings? A gap in the local home furnishing market.

For years, New Zealand shoppers have navigated a landscape where choice often felt limited. The Swedish retailer now offers 7,500 products and a shopping experience available across the country.

The campaign taps into the familiar feeling that once something is on your mind, you start noticing it everywhere.

A local takeover

Launch week kicked off with a locally tailored Day One takeover. This featured 25 region-specific creative executions, each spotlighting AI-enhanced hero products that resonate with local environments and lifestyles.

From Tāmaki Makaurau to Waikato, Wellington, Canterbury and Southland, communities saw creative made for them – not just placed near them.

This hyper-local approach set the tone for Ikea’s entry: global scale paired with local understanding.

Kiwi cultural touchpoints

The campaign also incorporates Kiwi cultural markers. A local voice talent navigates famously tricky Swedish product names before effortlessly delivering the country’s longest place name: Taumatawhakatangihangakoauauotamateaturipukakapikimaungahoronukupokaiwhenuakitanatahu. 

These touches were designed to spark recognition and warmth, showing that Ikea hasn’t just arrived – it’s been paying attention.

Present and unmissable

Before opening day, the brand orchestrated a 10-day nationwide countdown. OOH, digital takeovers, social and online video built momentum across Aotearoa.

Celebrate community

Ikea Family has played an important role in the launch, with tailored messages thanking early supporters across major cities and regions.

Erin Falconer, head of marketing communications, Ikea Australia and New Zealand, says: “Bringing Ikea to New Zealand is an exciting milestone for us.

“We’ve listened closely to what Kiwis want in their homes and lives, and ‘Ikea, everywhere’ reflects those local insights. From clever and affordable solutions to everyday essentials and our global icons, this campaign shows how Ikea can make life at home better for Kiwis, everywhere. And were doing it with a local twinkle to show Kiwis how were really relevant for them.”

It’s everywhere

The media approach uses iconic brand symbols – like the ‘Frakta’ bag – across OOH, social, TV, BVOD, online video, audio, homepage takeovers and PR.

Peter Moore, head of integrated media, Ikea Australia and New Zealand, says: “Our approach with ‘Ikea, everywhere’ is about meeting Kiwis where they are – on screens, online, on the street and in their communities.

“By combining high-impact media with iconic Ikea design cues and local relevance, we’re making sure the excitement of Ikea’s arrival is felt everywhere, showing the brand is part of everyday New Zealand life.”

Spark curiosity and delight

Havas Host’s associate creative director Pete Sherrah adds: “This campaign was about more than bringing Ikea to New Zealand – it was about understanding how the brand can fit seamlessly into Kiwi life.

“From giant FRAKTA installations to small surprises in unexpected places, and featuring the iconic Ikea range, we wanted the campaign to spark curiosity and delight while celebrating the brand’s playful spirit.

“‘Ikea, everywhere’ shows how Ikea can be part of the everyday – from homes and offices to streets and communities – making the brand feel natural, familiar and undeniably Kiwi.”