Furnishing retailer Ikea has launched an integrated campaign to promote its new textiles range. The campaign targets women and is based on the insight that while women express their personal style through their clothes and the fabrics they wear, the way they decorate their homes lacks a sense of style.
Ikea country marketing manager, Rebecca Darley said in a press release: “This year we wanted to show Australians one simple thing – and that is how easy and affordable it is to bring new life and individuality to their homes.
“What we found is that we are confident in using patterns and prints to express ourselves – from the clothes we wear to what we put on our work desk. This sense of personal style, however rarely continues into the home. Change doesn’t have to be difficult and with a textiles range catering to all tastes and styles, we hope that all Aussies will be inspired to bring new life to their home.”
The campaign comprises a TVC as well as a series of activations in which public transport seating in Sydney, Melbourne and Brisbane is decorated with new Ikea fabrics. The digital component includes a Facebook app where fans can take a quiz to discover what their “textile personality” is (The Romantic, The Thinker, Tribal, Rustic, Cool Connoisseur and Pop).
The app allows users to download a customised Facebook cover picture using swatches of related fabrics. There is also an online tool called the “Klipbook’ with which users can create moodboards from Ikea products and fabrics, along with interactive banner ads which users can interact with.
The campaign will also have a print and online media component.
Creative: The Monkeys – KLIPPBOK and TVC
PR and Experiential: One Green Bean
Social Media: One Green Bean
Media Strategy: Match
Media: Mediacom and Match