Ikea DIY tactical campaign reels in young viewers

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

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