Leading home furnishing retailer IKEA has today launched a new integrated marketing campaign, encouraging people to express their personality and style through home interiors by using IKEA textiles. The campaign uses the insight that whilst for many Brits, our homes look the same, there is a desire to express ourselves through our interiors and be a ‘maverick with fabric’.
The campaign will launch in press, broadcast TVC, cinema, digital and outdoor media, with additional TVC content optimised for social and mobile. The TVC will reach its peak with a 60” film online and in cinemas along with a 60” and 20” on TV across the UK and Ireland on 16th April, before going live across print, digital and outdoor.
The advert, ‘Ghosts’, sees a gang of bright and bold spooks created out of stunning IKEA fabrics gatecrash a dull party, hosted by ghosts made from plain white sheets in an equally plain and uninspiring suburban semi-detached house. The colourful newcomers stand out amongst a sea of white sheets and their arrival transforms the party from a ‘snooze-fest’ to a ‘fiesta of fun’, proving that if you dare to be a little different, things get a whole lot more interesting.
Before long, all of the ghosts are body-popping, black-flipping and head-banging away to a party anthem. However, the party comes to an end when the home owners arrive back unexpectedly. The quick thinking colourful ghosts collapse down into an array of bright IKEA textiles, leaving the once boring home now filled with beautiful textile items that reflect the personality of the home owners.
A full-length IKEA music video has been created for the campaign, featuring the band Teleman, showcasing IKEA’s extensive textile offering with products changing to the beat of the music. The music video will sit on Youtube and be used for the first time by the brand on Instagram stories.
The campaign is fully supported by a consumer PR campaign and CRM through a number of targeted consumer emails as well as an online personality test, where the public are able to find out what key IKEA textiles suit their personality best.
Laurent Tiersen, IKEA UK and Ireland Marketing Manager, said, “At IKEA, we want to encourage people to use their home as a platform of self-expression. Whilst many are staying safe when it comes to decorating their home, featuring neutral products, we are all about brightening up your home by including items that reflect individual’s personalities. We want people to express themselves through textiles and be a maverick with fabric, bringing your personality into your home. The home is a key part of everyday life and can contribute to your well-being, and at IKEA we do what we can to help to create a wonderful everyday”