Ogilvy inspires Hong Kongers to add personal touch to 2013 Ikea catalogue

The Facebook-focused campaign invites Ikea's target consumers—parents and young families—to ‘bring new life to your home; bring your home to life’. The campaign is also available on both desktop and mobile. The team has made a YouTube video to provide creative inspiration.

The campaign kicked off yesterday and runs through 25 September. It is supported by online ads and retail promotions in the retailers three Hong Kong stores.

Social@Ogilvy has been working on Ikea’s social media AOR for two years. Stephanie Chevalier, its senior digital strategist, told Campaign Asia-Pacific that Ikea Hong Kong has a database of about 98,000 Facebook fans. The platform allows these fans to customise furniture using Ikea textiles, name their creations and share them with their friends. “We wanted to give people an interactive way to see just how simple and fun it is to bring new life to your home with textiles,” Chevalier said.

Participants also have a chance to win furniture, gift vouchers and limited-edition prizes.

Janet Lai, marketing director of Ikea Hong Kong, said: “It is thrilling to see how home furnishing textiles can transform a living space into a home. The ethos of Ikea is to bring great design to everyday life. Some of that great design can be bought, but some comes from your own style and creativity.”

Reported in May 2011, Ikea has been named Advertiser of the Year 2011 for the 58th Cannes Lions International Festival of Creativity. At the 2011 Clio awards in New York, Leo Burnett Hong Kong received the honours for its 'Trailer' campaign for Ikea in the Out of Home category. The campaign also won silver in the Innovative Media category.