My idea is to make fun of IKEA and the general struggles that people have putting together the furniture. I am targeting young adults, early to late twenties, who are either trying to furnish an apartment or a first home. The target does not want to spend too much on furniture, so that is why they chose to go to IKEA. To add an IMC component to my campaign, IKEA would sponsor a competition for those who believe that they are "Pro's" at building IKEA furniture. It would be a timed competition where competitors would have to build the furniture that has a reputation for being complicated to build. Best time wins.
I thought it would be funny to show a LEGO struggling to put together a piece of furniture, simply because LEGO instructions are similar to IKEA directions
Idea #2: Juicy Couture
Their ads are so bright and colorful that they attract their target audience, teenaged girls, but their models are obviously much older.