Developed by BBH Asia Pacific, the campaign consists of TV, print, outdoor and social media, focusing on the brand proposition of offering products that help make the most of space constraints.
Christina Chong, managing partner at BBH Asia Pacific, noted that limited space is an increasing reality for many citizens.
Scott McClelland, executive creative director at BBH Asia Pacific, added that as housing gets more expensive and smaller, the campaign is meant to capture how it feels for multigenerational families living on top of each other—and the relief that can come with better and smarter use of space.
The campaign has launched across both the Singapore and Malaysian markets. Ikea appointed BBH Asia Pacific as the creative agency for Singapore and Malaysia in June.
Irene Lau, regional marketing manager at Ikano Retail Asia, said Ikea has always had a mission to make space better.
“The 2014 catalogue will hopefully inspire home owners in Singapore and Malaysia to create better space with the right furniture that is both affordable and stylish,” she added.