Ikea DIY tactical campaign reels in young viewers

<p>HONG KONG: Ikea Hong Kong significantly bolstered its audience </p><p>share for a television segment cum tactical campaign it has rolled out </p><p>on a local terrestrial channel. </p><p><BR><BR> </p><p>ACNielsen figures show that the segment, on TVB Jade, recorded an </p><p>audience share of 97 per cent in the younger 15-24-year-old A2 group </p><p>segment and a 90 per cent share in the 25-34-year-old A3 age segment, </p><p>according to figures provided by the TV station. </p><p><BR><BR> </p><p>A spokesman for Ikea said the figures this year were significantly </p><p>higher than the audience share of 20-plus per cent the store garnered in </p><p>the two previous years it had aired the segment. </p><p><BR><BR> </p><p>She attributed this to Ikea's 10.45pm Friday segment being sandwiched </p><p>between a highly-rated kung fu drama and a Chinese historical drama. </p><p><BR><BR> </p><p>The three-minute before and after do-it-yourself segment featured homes </p><p>which had resolved storage difficulties using Ikea furnishings. It was </p><p>run in the style of UK programmes such as Changing Rooms and </p><p>HomeFront. </p><p><BR><BR> </p><p>The current burst, which started in May, ends in the first week of this </p><p>month. A second burst is scheduled in September. Ikea executed the </p><p>tactical campaign in-house, filming 12 homes for the segment. The </p><p>Swedish furniture store is also airing the segment in-store, at the </p><p>retailer's four Hong Kong outlets. </p><p><BR><BR> </p>