IKEA kicks off winter by urging Australians to ‘create cosy’ in new campaign via The Monkeys
Following the overall brand idea of ‘HAVE A GO’, creative agency The Monkeys has developed an online interactive tool as a way to engage consumers to get hands on with home decoration and fill the cold, dark days with warmth and cosiness.
The tool allows users to create their own individual winter moodboard from the IKEA range and to have a go at creating the perfect winter space at home.
Says IKEA marketing manager, Rebecca Darley: “We all want a second opinion when visualising a new room. Create Cosy allows budding home designers to create a tailored moodboard with IKEA products and then share it with friends. In two days we’ve had over a thousand submissions.”
The Create Cosy tool is the focal point of the campaign and allows users to:
· Mix and match over 320 products
· Browse product images, product details and price
· Drag and drop items onto their moodboard
· Flip, rotate, increase, decrease size of product images
· Automatically create a shopping list with their products
· Share their work on the site gallery or on Facebook or Twitter
To encourage people to use the Create Cosy tool, IKEA is running a competition whereby users have a chance to win a $150 voucher, awarded to the best moodboard produced each week and a $2,500 voucher to the best submission at the end of the campaign. Since Create Cosy’s launch on Monday, the tool has attracted 750 entries with over 1,000 moodboards created so far.
The campaign will be supported by 15″ TVCs, online TV, online banners and full page inserts across lifestyle and home titles.
Executive Creative Director: Justin Drape
Digital Creative Director: Jay Geraldi
Digital Head of Art: Kristian Saliba
Copywriter: Karen Ferry
Group Content Director: Clare Jones
Planning Director: Sophie Price
Digital Director: Ben Cooper
Senior Content Director: Kate Blackadder
National Marketing Manager IKEA: Rebecca Darley
Advertising Manager IKEA: Rowena Kanna
Marketing Specialist Advertising IKEA: Jacqueline Ling
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