Leading home furnishing retailer IKEA has today launched a new integrated marketing campaign for Ireland and the UK, encouraging people to express their personality and style through home interiors by using IKEA textiles. The campaign uses the insight that whilst for many residents of Ireland and the UK, our homes look the same, but there is a desire to express ourselves through our interiors and be a ‘maverick with fabric’.
The campaign will launch in Irish 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 Ireland and the UK from today, while also 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 can get a whole lot more interesting.
Before long, all 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.
Director: Dougal Wilson
Production Company: Blink
Production Company Executive Producer: James Studholme
Production Company Producer: Ewen Brown
Director of Photography: Lasse Frank
Editing: Joe Guest at Final Cut / Producer: Michelle Corney
Post House: MPC (2D: Bruno Fukumothi / 3D: Diarmid Harrison Murray / Telecine: Jean Clement Soret) Producer: Amy Richardson
Sound House: Sam Ashwell at 750mph / Producer: Mary-Ann D’Cruz
Music Track: Come Baby Come by K7