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21 Mar 2013|Cultural Insight Team

We’ve chatted before about our love for the charmingly silly Ikea adverts. [youtube=http://www.youtube.com/watch?v=O8gtdBqRe2s]

And now we are equally excited about the furniture chain’s move into the world of budget hotels. We think they could give Travelodge a stylish run for their money.

Our Cultural Traction study has shown that we’re not the only ones with a soft spot for the Swedish giant. We’ve discovered that their VIBE score – how in touch they are with the cultural zeitgeist – is very strong.  They appear to have tapped into what people really respond to – unrelenting optimism and a desire to make the world a slightly better place.

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