Ikea changes brand line in TV splash

SINGAPORE: Ikea has launched a television and outdoor campaign to promote its new range of furniture as well as reinforce its new brand positioning encapsulated in the tagline - "Make room for ideas". The Swedish furniture retailer developed the new positioning "after conducting research that showed we were very strong in providing inspiration for customers", said Angeline Tan, Ikea marketing and communications manager. Lowe Lintas & Partners created the campaign after scooping the S$2 million (US$1.1 million) account in July in a four-way agency shoot-out. Addison James, LL&P chief executive officer, said: "What makes Ikea unique is that its stores are more inspiring because it actually displays the furniture in a way that it gives you ideas on how to decorate your home." Three TV spots are on air featuring animals - a cat, dog and goldfish - amazed at how their owners' homes have been transformed by Ikea. The outdoor advertising on JCDecaux metrolites includes 13 giant catalogues that have been laminated to protect them from the rain. The metrolite visuals are the equivalent of a six-sheet poster in size. Passersby can flick through the four-page catalogues for pictures and details on Ikea's new range. Before appointing LL&P in July, Ikea ran mostly product and price advertising in the press, showing the affordability of its items and to reinforce its previous slogan: "You don't have to be rich to be clever". But the company chose to change its marketing strategy because it wanted to differentiate itself from other retailers selling cheap furniture. The campaign was created by LL&P's Gwee Wei Ling and Claire Chen.

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