IKEA marks 50 years in Australia by celebrating mateship, flatpacks and Aussie milestones

IKEA is celebrating 50 years in Australia with the launch of a major brand campaign, Just the Start, tapping into the nation’s love for flatpacks, mateship and meaningful moments made at home.

Marking half a century since opening its first Australian store at St Leonards, Sydney in 1975, IKEA is using the milestone to reflect on its role in Aussie lives while signalling its commitment to continue delivering Swedish design and affordable solutions for the next 50 years.

Created by Havas Host, the campaign launched on Sunday 18 May with a locally produced TVC that celebrates life’s pivotal moments, from moving house to setting up a nursery - and the role of mates who help along the way. The 60-second spot plays out as a cinematic ode to friendship and the “beautiful chaos” of starting something new, with IKEA products woven into each scene.

“We had a rare opportunity to create a distinct local campaign which blended global brand consistency with local authenticity,” Kirsten Hasler, head of marketing and insights at IKEA Australia, said. “Across the campaign there is a clear sense of Australianness - busted thongs, art deco houses, flies and utes - all surrounded by the unmistakable cues of the IKEA brand.”

The multi-platform campaign will go wide on screens across Australia, including YouTube, cinema, paid social and outdoor. Media strategy was led by Mindshare Australia.

As part of its birthday celebrations, IKEA is also offering 50-cent hot dogs and 50% off its iconic POÄNG armchair – owned by one in 10 Australians – during the national birthday weekend on 31 May and 1 June.

To complement the big media element of the campaign, IKEA has unleashed a playful earned media initiative: the world’s first flat-packed FLIP FLÖPS.

Available only via competition, the limited-edition thongs must be assembled by the customer – a nod to the brand’s flatpack heritage and cheeky tone. Each of IKEA’s 4,000 Australian co-workers received a pair in a surprise drop this week.

“It’s a really special way to unleash that IKEA twinkle-in-the-eye and say thanks to Australians,” Patricia Routledge, head of communications at IKEA Australia, added. “We’ve been there for so many big moments in Australians’ lives, and we saw an opportunity to bring that magic to life in fun and meaningful ways.”

Just the Start honours IKEA’s legacy in Australian homes – and reminds consumers it’s only getting started.