Ikea changes brand line in TV splash

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