IKEA, another great copywriting!!!

IKEA, a brand known for its creative home furnishings and simple design, has once again attracted the public's attention with its unique copywriting. By cleverly combining the daily emotions of working people with the characteristics of its products, IKEA not only demonstrates the practicality of its products, but also touches the emotional resonance of consumers. This article will take you to appreciate the charm of IKEA's latest copywriting, explore how it establishes an emotional connection with consumers through copywriting, and the marketing wisdom behind these copywritings.

For most workers, it may be difficult to have the same sense of relaxation as the princes in the financial circle.

Check in at 10am and you can go play golf at 2pm.

Most of the time we are always depressed at work. We have to block the work pushed by colleagues, and guard against the blame put on us by others. When we are tired, we have to buy ourselves coffee to refresh ourselves. Finally, we realize the true meaning of work from the boss's repeated CPU: "The more you do, the more mistakes you make; the less you do, the fewer mistakes you make; doing nothing is not bad; not bad, not bad."

Finally I found out that slacking off is the ultimate answer to this version.

Don't ask me "what are you doing" at work anymore. I'm working, doing a job that doesn't make money, slacking off for a salary that won't go up, and having a meeting, a meeting that makes me feel aloof.

At this time, even if my enemy is contacting me on WeChat, I can chat with him for two hours.

While I was slacking off, I came across this new set of product copywriting by IKEA, which really captured the emotions of working people.

My colleague is putting too much blame on me.

To pad

——Insulation pad

Pretend and hide

Does it look like your colleague?

——Storage box

Combining common workplace emotions with product selling points really gives working people a superb sense of immersion.

Currently, this set of texts has received over 10,000 likes on Xiaohongshu. Some people say that this is a substitute for a worker and it is a realistic portrayal of the workplace, while others say that they feel offended. Let’s take a look at it together.

1. Reality of the workplace

Some work like stains

If you delay it, it will be gone.

--mop

Work is like a stain, it will disappear if you delay it; projects are like bananas, they will turn yellow if you leave them alone. The mental state can be said to be very beautiful.

Witnessed all the tea room

Gossip

--cup

Blame-shifting is a technique

More of an art

——Frying pan

Bright surface

Behind the scenes

Working hard

——Drum dust collector

Level of wakefulness

Depends on coffee strength

——Coffee pot

Probably also depends on how wet the keyboard is after spilling the coffee.

2. Straight to the heart

Many people left messages saying that they felt offended, but for me, these words no longer hurt me, and I can even smile knowingly.

Cow and horse

When you are tired, you will know to rest.

The cows and horses are tired

I can make my own coffee

——Coffee cup

No need to pay

It can also cool naturally

——Cool Quilt

Like a brick like you

Move wherever needed

--Light bulb

Unable to clean up the workplace

I can't tidy up my wardrobe yet.

——Storage bag

Eating is a carnival for a group of people

Washing dishes is a sad thing for a person

——Dishwashing brush

3. Soul Soothing

After the copywriter has finished his fierce criticism, he doesn't forget to give you a little comfort, jumping back and forth between being heart-wrenching and heart-warming.

Your life

Don't be as stubborn as me.

--Coat hanger

I will help you maintain the clothes that you wear to show off outside, and you just need to be yourself.

Look in the mirror more often

Look for yourself more

--Mirror

When we are at work, the two things we lose most are pens and ourselves. Please remember that you need to be a better person, not a better self.

To believe in the world

Not all corners

It's all dark

——Work table lamp

When you are tired, you can hug me.

You can lean on it when you feel sleepy.

——Bwala cushion

Close your eyes

The world has nothing to do with me

——Three-piece suit

Can support your bright daytime

It also accompanied me through countless late nights watching the wind from the balcony.

—— Clothes drying rack

Be your support,

I've got your back.

- Sandmot cushion

I am here.

No one will sit on the bench.

——Chair cushion

Living While Sober

Happy when tipsy

--cup

Four,

I once posted a joke on Xiaohongshu, which talked about the mental state of workers at work. It has been clicked more than 1.4 million times.

Many people shared in the comments section the extraordinary mental states they saw at work:

As workers, although they are coolies in the company, this group is the main force of Internet access. Only by responding to their emotions can we drive the widest traffic.

IKEA's copywriting this time accurately grasps the little emotions of people in the workplace, and they happen to be IKEA's main customer group. The products are filled with complaints, self-mockery, criticism and encouragement, and accurately hit the hearts of workers. This is the intention of IKEA's copywriting beyond playing with memes.

Time cooks rain, work cooks me, but IKEA understands me.