According to Ikea Singapore marketing communications manager Angeline Tan: "We simply want to tell Singapore that the Ikea store is not just about sofas and coffee mugs. We sell kitchens too at the same unbelievably low Ikea prices." Six single-deck buses bearing the same Fallon-designed creative will run until August this year. Said Tan: "We like the idea of a mobile medium that reaches the nooks and crannies of this island carrying a very single-minded message. As a media person would say, it has high reach."
Tan attributed Ikea's choice of agency to Fallon CD Calvin Soh: "Calvin knows kitchens." This is the first time that Ikea is using Fallon since parting ways with Lowe.
Ikea hires Fallon to create kitchen push with buses
Swedish furniture retailer Ikea Singapore has launched a five-month bus campaign promoting its range of kitchens.