Ikea urges Aussie women to express themselves with textiles in new campaign via The Monkeys
IKEA has launched an integrated campaign to celebrate Australians making their homes their own through IKEA’s vast range of textiles.
The campaign launched on Sunday 16 September and focuses on Australian women who love to use patterns and prints to express their personalities through their everyday lives, but, whose sense of personal style falls shorts when it comes to their homes. The 30 sec TV spot showcases this contrast through a visual medley of prints and patterns and seeks to inspire Australian women to showcase their sense of personal style at home with IKEA’s new range of patterned textiles.
Says Rebecca Darley, IKEA country marketing manager: “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.”
Additional activity includes:
- The transformation of Australia’s lackluster daily commute in Sydney, Melbourne and Brisbane into a world of unexpected colour and texture with public transport seating custom-wrapped in some of IKEA’s latest and brightest fabrics
- An IKEA Textiles app on Facebook where fans can discover their textile profile – including The Romantic, The Thinker, Tribal, Rustic, Cool Connoisseur and Pop. They can socialise this in their Facebook feeds, and also download a customised Facebook cover pic based on their textile personality
- The IKEA KLIPPBOK moodboard tool which allows fans to experiment with their chosen print and patterns
- Interactive banners where Aussies can play with a number of different textile swatches to see how the style can be brought to life in a room
The integrated campaign will be supported by print and online media.
Client: IKEA
Creative: The Monkeys – KLIPPBOK and TVC
PR and Experiential: One Green Bean
Social Media: One Green Bean
Media Strategy: Match
Media: Mediacom and Match
3 Comments
The basic thinking in the TVC is not a million miles removed from the series Dulux ran a few years ago in the UK:
http://www.youtube.com/watch?v=aSEzFMjEhh8
But it is 7,344 miles removed, so you’re OK (ish), Messrs. Monkeys.
I like the campaign extensions, esp. the transit stuff.
From ‘Brave Heart’ to ‘Shouting’ to this.
Where will it end?
I love the smell of retail in the morning. It reminds me of defeat.
Regarding all the furore about post costs elsewhere on the blog, what a great solution to let the client do their own grade.