Why IKEA named its latest desk ‘My Partner Annoys Me’

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 Ikea my partner annoys me(marketingmagazine.com.my) – By: Malati Siniah

No stranger to quirky and innovative ads (remember Bookbook?) IKEA has once again pushed the boundaries between online and offline with its latest ‘Retail Therapy’ campaign.

In a campaign done by the retail brand’s Swedish agency Åkestam Holst, IKEA renamed several of its products to match popular Google searches on relationships.

Ikea Retail therapyIKEA products on the website were renamed to match common Google searches on relationships in Sweden. If you happened to google the question yourself the matching product would appear on top of your search results.

Ikea my son

A clever play on SEO. To find out more on the campaign view the video below:


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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