{"id":10472,"date":"2023-10-30T10:00:07","date_gmt":"2023-10-30T15:00:07","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=10472"},"modified":"2023-10-30T10:05:38","modified_gmt":"2023-10-30T15:05:38","slug":"halloween-esta-campana-de-ikea-es-tan-abracadabrante-como-increiblemente-relajante","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/halloween-esta-campana-de-ikea-es-tan-abracadabrante-como-increiblemente-relajante\/","title":{"rendered":"Halloween: esta campa\u00f1a de IKEA es tan abracadabrante como incre\u00edblemente relajante"},"content":{"rendered":"<h2>En su \u00faltima campa\u00f1a IKEA hace suyo un \u00abinsight\u00bb con el que es casi imposible no sentirse identificado: el temor que todos hemos sentido de ni\u00f1os a los monstruos agazapados en el dormitorio.<\/h2>\n<p>Halloween\u00a0es una fecha marcada en rojo en el calendario de marcas de casi los ramos de actividad, que tiran la casa por la ventana (publicitariamente hablando) durante la Noche de Brujas. IKEA no ha podido resistirse tampoco al embrujo de Halloween y en una campa\u00f1a lanzada recientemente en Oriente Medio\u00a0<strong>la c\u00e9lebre marca sueca de muebles juega con los miedos m\u00e1s ancestrales para a continuaci\u00f3n disiparlos de manera incre\u00edblemente beat\u00edfica.<\/strong><\/p>\n<p>Bautizada con el nombre de\u00a0<strong>\u00abNot Monsters Included\u00bb<\/strong>, la nueva campa\u00f1a de\u00a0IKEA en Egipto, Emiratos \u00c1rabes Unidos y Catar, hace suyo un \u00abinsight\u00bb en el que es casi imposible no sentirse identificado: el temor que todos hemos sentido de ni\u00f1os (y de no tan ni\u00f1os) a los monstruos agazapados en los rincones m\u00e1s tenebrosos de nuestro dormitorio, esos que se ocultan debajo de la cama, en el armario o detr\u00e1s de las cortinas.<\/p>\n<p>https:\/\/www.youtube.com\/watch?v=77XW89C6B5I<\/p>\n<p>Si no visualizas correctamente el v\u00eddeo, haz clic <a href=\"https:\/\/vimeo.com\/875138565\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">aqu\u00ed<\/a><\/p>\n<p><strong>IKEA utiliza ese miedo at\u00e1vico de manera tan abracadabrante como inteligente con el \u00faltimo objetivo de vender las bondades de sus muebles<\/strong>, en cuyas entra\u00f1as no se abre paso definitivamente ning\u00fan monstruo.<\/p>\n<p>La campa\u00f1a, que lleva la r\u00fabrica de<strong>\u00a0Ogilvy Reino Unido y Ogilvy Berl\u00edn<\/strong>, incluye varios spots, anuncios gr\u00e1ficos y acciones de publicidad exterior. La producci\u00f3n de la campa\u00f1a corri\u00f3 a cargo de Flying Eye Studio, mientras Marcello Amora asumi\u00f3 las labores de direcci\u00f3n.<\/p>\n<p>https:\/\/youtu.be\/oHNfNT_m_jA<\/p>\n<p>Si no visualizas correctamente el v\u00eddeo, haz clic <a href=\"https:\/\/vimeo.com\/875124378\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">aqu\u00ed<\/a><\/p>\n<p>IKEA apalanca la mirada en su nueva campa\u00f1a en tres grandes mercados (Egipto, Emiratos \u00c1rabes Unidos y Catar) y estar\u00e1 all\u00ed activa\u00a0<strong>hasta el pr\u00f3ximo 31 de octubre.<\/strong><\/p>\n<p><strong>\u00abNuestra campa\u00f1a de Halloween me apela personalmente como madre\u00bb<\/strong>, explica Carla Klumpenaar, directora general de marketing, comunicaci\u00f3n y retail design de IKEA. \u00abNo solo ofrecemos muebles pr\u00e1cticos y bien dise\u00f1ados sino que brindamos tambi\u00e9n una nuestros clientes un fuerte sentido de seguridad\u00bb, a\u00f1ade Klumpenaar.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-874217\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2023\/10\/ikea-monsters.jpg\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2023\/10\/ikea-monsters.jpg 1200w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2023\/10\/ikea-monsters-850x601.jpg 850w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2023\/10\/ikea-monsters-768x543.jpg 768w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2023\/10\/ikea-monsters-232x164.jpg 232w\" alt=\"\" width=\"1200\" height=\"848\" \/><\/figure>\n<p>En la regi\u00f3n de Oriente Medio IKEA lanz\u00f3 asimismo hace unos meses la aclamada campa\u00f1a\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/ikea-enorgullece-nueva-campana-segundo-mejor-productos-familias\" target=\"_blank\" rel=\"noreferrer noopener\">\u00abProudly Second Best\u00bb<\/a>, que procur\u00f3 toda una mir\u00edada de galardones a las agencias DAVID Madrid e INGO Hamburgo.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/campana-halloween-ikea-es-abracadabrante-relajante<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En su \u00faltima campa\u00f1a IKEA hace suyo un \u00abinsight\u00bb con el que es casi imposible no sentirse identificado: el temor que todos hemos sentido de ni\u00f1os a los monstruos agazapados en el dormitorio. Halloween\u00a0es una fecha marcada en rojo en el calendario de marcas de casi los ramos de actividad, que tiran la casa por [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":10473,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-10472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Halloween: esta campa\u00f1a de IKEA es tan abracadabrante como incre\u00edblemente relajante | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/halloween-esta-campana-de-ikea-es-tan-abracadabrante-como-increiblemente-relajante\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Halloween: esta campa\u00f1a de IKEA es tan abracadabrante como incre\u00edblemente relajante | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En su \u00faltima campa\u00f1a IKEA hace suyo un \u00abinsight\u00bb con el que es casi imposible no sentirse identificado: el temor que todos hemos sentido de ni\u00f1os a los monstruos agazapados en el dormitorio. 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