Ikea case study

The point of the America at Home campaign is to globally involve Ikea consumers by encouraging to participate in a "movement." The movement is basically a video or pictorial diary of the consumer and or his or her family in their home. The movement is intended to capture the emotion of home.
I think that the Home is the most important place is a beneficial theme because it directly targets the heart strings of all people specifically Americans. Based on the consideration that our world has become a place where families have little or no time to do more than cohabit ate under the same roof. the days of the daily family supper have been replaced with fast food and football practice. the home is the best place in the world directly targets those who are missing out on that enjoyment through guilt tactic.
The UK campaign differs slightly in its approach. While the US campaign encourages everyone its target audience seems to me to be families. The UK campagin is focused on keeping your house. not selling, but settling into your house for a long period of time. Instead of creating a pictoral diary of you in your home the UK version wants to celebrate memories and loved stories of ones home.