IKEA trendjacks nominated films at HK Film Awards with social post

IKEA Hong Kong has trendjacked five nominated films for the “Best Film Award” at the 43rd Hong Kong Film Awards last night (27 April) by uploading a series of social media posts featuring the brand's iconic products.

According to its official post on Instagram, IKEA Hong Kong has shared five photos featuring its products, each using Chinese wordplay to highlight the nominated films while promoting its items. One of the posts features the phrase “看我今天枕麽說”, which promotes its pillow; the Chinese word for pillow, “枕,” sounds the same as “怎” from the film “The Way We Talk” (看我今天怎麼說). Another product features the word “褥” from its mattress “床褥,” which sounds the same as “獄” in the film “The Last Dance” (破。地獄).

For the film “Twilight of the Warriors: Walled In” (九龍城寨之圍城), IKEA has leveraged the word “城” to promote its hemp rope (麻繩). It has also used the film “PAPA” (爸爸) to promote its “BALTSAR” swivel chair, and the film “All Shall Be Well” (從今以後) to promote its golden retriever doll. The Chinese word for “gold”, “金”, from “金毛尋回犬” sounds the same as “今” from the film's title.

While promoting its products, IKEA Hong Kong has also shown support for local film culture. The caption states that the social media editor has already watched all the “Best Film” nominated films. It added that, beyond those listed, local Hong Kong films are outstanding and encouraged Hongkongers to hurry and watch these movies in cinemas.

The caption reads: “It's so tough! So challenging! The quality here is just as excellent as IKEA's product, how can one possibly choose the best!” (好難！真係好難！呢度套套都同IKEA 一樣咁出色，點會揀到最佳呀).

The post has received over 14,000 likes and 4,000 likes on Instagram and Facebook respectively, a check by MARKETING-INTERACTIVE saw. Some netizens praised the marketing team for its effective copywriting, while others said IKEA's use of wordplay is not only creative but also effectively promotes its products.

Don’t miss: IKEA HK takes a jab at alleged Chiikawa scalpers with social post

IKEA is known for trendjacking popular trends and topics on social media. Recently, IKEA Hong Kong took a jab at alleged scalpers queuing outside the beloved Japanese character Chiikawa pop-up store, who responded incorrectly to Chiikawa-themed pop quizzes provided by the frontline staff. This came after a woman in the queue referred to the characters as "Kawachii" instead of their real names Chiikawa. 

According to its Instagram, IKEA Hong Kong mocked the incident with its "Sandbi" frog rattle promotion post. The post featured two frog rattles, one of which was turned upside down. The normal one is named “痴家蛙,” while the upside-down one is called “家蛙痴”, referencing how the woman reversed “Chiikawa” to "Kawachi”.

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