IKEA puts a price on the moments its products deliver

Ogilvy Social Lab Brussels has reframed IKEA Belgium’s affordability message with an outdoor advertising campaign that prices not the product, but the moment it makes possible.

As rivals strip zeros from their price tags in an ongoing retail price war, IKEA has gone the other way and added them.

Each execution pairs a real IKEA product with its standard retail price and a second, near-invisible figure for what the item enables: a sofa priced at €0,00000063 per jump for joy, a dog toy at €0,0000024 per tail wag, a bedside lamp at €0,000000018 per bedtime story, and a chair at €0,00000000076 per butterfly.

It follows a similar instinct to IKEA’s recent shoppable flag World Cup campaign, reframing familiar products around bigger moments rather than specs, and echoes a January push that focused on letting quality do the talking instead of the price tag.

“In a price war, you usually remove zeros. We added some. I guess that’s what happens when you let creatives do the pricing,” said Jeremie Goldwasser, executive creative director at Ogilvy Social Lab Brussels, alongside creatives Tom Galle and Karel De Mulder.

The campaign is running across outdoor and print media throughout Belgium.