Dive Brief:
- Warehouse furniture retailer IKEA is introducing an emoticon app for iPhone and Android that promises to improve communication at home by “cutting through the clutter.”
- The app’s emoticons depict common items that often add to household clutter, causing tension, and Ikea products that can help remove the clutter.
- A video promoting the app shows a history of household discord and presents Ikea’s emoticon system as the solution.
Dive Insight:
Ikea has followed up on its wry “Book Book” ad—which shows off its paper catalog as an amazing new technological monolith à la iPhone—with an in-house app offering a keyboard of household items, many of which can be found in Ikea stores.
According to a promotional video that has attracted 380,000 YouTube views, the Emoticons app for iPhone and Android can be used to improve communication at home, where Ikea says most arguments are caused by clutter. The app is sure to keep Ikea top-of-mind during spring cleaning.
