自1943年宜家成立,其一贯以来的宗旨即是“为尽可能多的顾客提供他们能够负担,设计精良、功能齐全、价格低廉的家居用品”。然而,怎样通过广告去表达宜家这种品牌特质呢?2016年,奥美迪拜工作室为沙特阿拉伯宜家制作的系列广告,通过利用营销心理学原理,让宜家产品不降价却让消费者觉得产品非常经济廉价。该系列广告不仅拿下了平面和出版广告类金狮奖,也荣获了户外广告类金狮奖。那么,该系列广告是何如利 Since its founding in 1943, IKEA has always been “providing affordable, well-designed, functional and affordable home goods to as many customers as possible.” However, how to convey IKEA’s brand identity by advertising? In 2016, Ogilvy Dubai Studio produced a series of advertisements for IKEA in Saudi Arabia, which made the consumers feel that the products are very good by using marketing psychology principle Economical and cheap. This series of advertisements won not only the Golden Lion Award for Print and Publishing Advertising, but also the Golden Lion Award for Outdoor Advertising. So, what is the series of advertisements