Photo source: Ads of the World
After launching the Ih-Ké-Ah platform last year, IKEA Canada continues to develop one of the most recognizable local communication concepts in the Canadian market. The new series of ads, created by agencies Rethink and Carat, further expands an idea based on the specifics of Québecois speech and everyday expressions that coincidentally contain syllables from the brand’s name.
Rather than building its communication around promotional offers, prices, or new collections, IKEA has placed the way people speak at the centre of the platform. In Québec, the expressions “Ih,” “Ké,” and “Ah” are often used as spontaneous reactions to a problem, thinking about a solution, and satisfaction with the final result. The creative team found the foundation for a long-term brand platform in this linguistic coincidence.
The new phase brings four short stories that retain the recognizable structure of previous ads. Each begins with a problem at home, continues with the search for a solution at an IKEA store, and ends with a return home, where the product solves the initial challenge.
One of the ads shows a man looking out the window and spotting his neighbour in a Speedo, after which lowering the blinds becomes a simple solution to an uncomfortable situation. Another uses back pain while plugging in a fan as the starting point for introducing a smart plug and remote-control system. There are also stories about not having enough seating for guests and organizing clothing through a garage sale.
What is important is that the products in these stories are not presented as the heroes of the campaign. They serve as the final element in everyday situations that audiences can easily recognize from their own experiences. The focus remains on humour, local habits, and the feeling that the brand understands the specific cultural context in which it communicates.
This approach has proven particularly important for the Québec market, which has long been considered one of the most demanding regional markets in Canada when it comes to advertising. Audiences expect more than literal translations of national campaigns and often respond more strongly to communication built on local cultural insights.
According to company data, the Ih-Ké-Ah platform has delivered double-digit growth in spontaneous brand awareness and purchase consideration, alongside an increase in top-of-mind awareness. At the same time, sales growth and an increase in units sold have been recorded for products featured in the communication.
For IKEA Canada, these results are significant because they confirm that value perception is not built exclusively through price-focused communication. Local relevance, cultural proximity, and a distinctive creative system can play an equally important role in strengthening a brand.
“Our ambition was to create a campaign that shows we truly understand Québecers, and we’re pleased to see it resonating with audiences,” said Jonelle Ricketts, Head of Marketing at IKEA Canada.
The latest phase of the platform will run across television, outdoor advertising, social media, display formats, and online video, continuing the development of one of the few examples in which local speech has become a central element of a long-term brand strategy.
