Ikea lives in Smårt from now on

“Lebe Smårt” (pronounced: Smort; an artificial word from smart English with Swedish ice on the a, which is typical for Ikea) is now a consolidation of the company’s philosophy and strong brand promise in just two words. The “Lebe Smårt” campaign can be experienced in television and online advertising, a 50-second spot for cinema, radio broadcasts, city lights, digital screens, billboards, social ads and special outdoor ad formats.

What distinguishes Ikea?

“Live Smårt is what IKEA is all about. It is a position in life that more than ever corresponds to our soul. Being smart and living smart means celebrating diversity, developing great value products with exceptional design and excellent quality that our customers love,” says Mimona Moser, Country Commercial Director at Ikea Austria. It is also a way to work together as an Ikea team, “to master challenges and celebrate successes.” We’ve come up with a new expression that says it all – Lebe Smårt means Ikea.

The basic statement “Live Smårt” and the general concept associated with it come from &US, the new supervising creative agency. “Lebe Smårt is the creative result of the company’s positioning process in Austria, “which took us from the company’s founding idea days to the future and many times across the world of a globally successful brand,” says Helmut Kosa, Managing Partner of & US.