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.
