Ikea launches new marketing campaign in Ireland and UKFri, September 07, 2012
Ikea is launching a new cross-platform advertising campaign tomorrow - Bright, shiny colours - in the UK and Ireland. The campaign, which coincides with the recent launch of the 2013 Ikea catalogue, kicks off with a TV advert in Ireland and the UK on 8 September, during the ‘X-Factor’ on TV3 and ITV1.
Three versions of the ad have been produced and include 60” and 30” executions that run until 7 October, as well as a full length two-minute music video, which is running exclusively online on YouTube.
The ‘Bright Shiny Colours’ ad was created by London agency Mother and tells the story of a woman who goes on a magical journey through the new Ikea Catalogue. Her home starts out in beige and white before she steps ‘through the catalogue’ and into a technicolor Ikea showcase full of inspiring designs.
The ad is shot like a music video and pays homage to dance sequences from Flashdance and Singin’ in the Rain, as well as the Top of the Pops dance troupe Pan’s People. The music, ‘Bright Shiny Colours’ was originally a Shirelles track, but was given a modern re-working by 99 Trees.
The campaign will be supported by other activities in owned media platforms including the Ikea Family loyalty programme, the company’s website and in-store communication, as well as through earned media with PR activities.
“We want our new campaign to demonstrate that it’s easy and affordable to bring new life into your homes, through showcasing in a fun and surprising way the many new products and solutions we have available in the new catalogue and our 19 stores, which will ultimately give them a reason to reconnect with Ikea,” said Peter Wright, Ikea UK and Ireland marketing manager.
According to Ikea, the campaign was developed with the new functionality of the 2013 Ikea catagalogue in mind, which now includes a range of extra interactive content. Smartphone users can access new content by holding their devices over the pages to, for example, look behind closed doors, change curtains or view demo films, pictures and 3D content. These features are accessible by using the Ikea app for iPhone and Android.
Ikea has also recently launched a mobile version of its website as a result of increased mobile traffic to the site. Customers can browse products, create shopping lists, find the latest offers and locate their nearest store with the updated user-friendly mobile site.