IKEA Alsulaiman has launched its annual Saudi National Day campaign, celebrating the Kingdom’s national colour by mixing its own signature colours of blue and yellow.
Titled Green at Heart, the campaign was designed with the intention of celebrating Saudi Arabia’s unity, cultural appreciation, and the strong bond between the brand and the country.
With operations in the Kingdom active for 40 years, IKEA Alsulaiman’s Green at Heart is based on the insight that the Saudi green is a blend of IKEA’s blue and yellow, representing the connection between IKEA’s Swedish heritage and its deep-rooted relationship with the Kingdom.
It acknowledges Saudi Arabia’s national pride while reflecting IKEA’s respect for and understanding of Saudi culture. The brand said its objective was to highlight the shared values and enduring connections that IKEA has formed with the Kingdom through colour and creativity.
“Green at Heart represents a symbolic and deep-rooted relationship between IKEA Alsulaiman and Saudi Arabia for more than 40 years that is built on shared values and a mutual commitment to better everyday lives.” said Rami Rihani, Acting Chief Marketing Offer at IKEA.
IKEA launched the concept on social media with a set of creative visuals that are divided into IKEA’s two primary colours with blue and yellow products on opposite ends of the visual. At the heart of the visuals, the products merge together to form a green colour that aims to symbolise the unity between IKEA and Saudi, with the tagline ‘Green at heart’.
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The campaign extends beyond static visuals with a short reel video that brings the concept to life in an effort to amplify the campaign’s message.
To complement the digital elements, IKEA also set up interactive booths in-store encouraging customers to immerse themselves in the Green at Heart experience. The booth’s design creatively incorporates IKEA’s blue and yellow colours, blending them to form the signature green theme of the campaign where visitors can take photos and share them on social media, further amplifying the campaign’s reach.
The initiative aims to strengthen IKEA’s omni-channel approach, ensuring customers can celebrate both in-store and online.
