IKEA, the leading home furnishing company, today announces the launch of a new cross-platform advertising campaign titled ‘Bright, shiny colours’, which aims to inspire the nation to bring life into their homes with inspiring new home furnishing solutions available in-store this autumn season.
The campaign coincides with the launch of the new 2013 IKEA Catalogue and launches with a TV advert in the UK and Ireland on September 8, during the ‘X-Factor’ on ITV1. Three versions of the advert have been produced and include 60” and 30” adverts that run until October 7, as well as a full length two-minute ‘music video’ running exclusively online at http://www.youtube.com/ikeauk.
The ‘Bright Shiny Colours’ advert, created by the agency Mother, tells the story of a woman who goes on a magical journey through the new IKEA Catalogue. The woman’s home starts out in beige and white before we see her step ‘through the catalogue’ and into a Technicolor IKEA showcase full of inspiring designs. When she emerges from the other side she has bags of inspiration to transform her home.
The advert is shot like a music video and pays homage to great dance sequences from the films Flashdance and Singin’ in the Rain, as well as the legendary Top of the Pops dance troupe Pan’s People. The music, ‘Bright Shiny Colours’ was originally a Shirelles track, but was given a modern re-working by quirky band 99 Trees.
The campaign will be supported by other activities in owned media platforms including the IKEA FAMILY loyalty programme, the IKEA Website and in-store communication, as well as through earned media with PR activities.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the new season approaching we adapt our homes to make them cosier as more time is spent out of the cold. But that doesn’t mean our homes have to look and feel the same all year around. We want our new campaign to demonstrate that it’s easy and affordable to bring new life into your homes, through showcasing in a fun and surprising way the many new products and solutions we have available in the new Catalogue and our 19 stores, which will ultimately give them a reason to reconnect with IKEA.”
The campaign was developed with the new functionality of the 2013 IKEA Catalogue in mind, which now includes a range of extra interactive content. Readers can use their smart-phone to get even more inspiration when holding it over the page, for example looking behind closed doors, changing curtains or even viewing demo films, pictures and 3D content, all accessible by using the IKEA ‘app’ for Iphone and Android.
Freddy Mandy, a creative at Mother, said: “We got excited by the bright, colourful new range of IKEA products and wanted to make a film that showcased them in an exciting way. Working with David Wilson and 99 Trees allowed us to make something that feels fun and energetic. It brings to life what we think it would be like to take a trip through the new IKEA Catalogue.”
IKEA also recently updated its website, www.IKEA.com, with a mobile version as a result of increased mobile traffic to the site. Customers can browse products, create shopping lists, find the latest offers and locate their nearest store with the updated user-friendly mobile site.
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Director: David Wilson
Production Co.: Blink Ink
Producer: Patrick Craig
Editor: James Rose
Editing House: Cut & Run
Post Production: MPC
Animators & Illustrator: Jonathan Harris, Michael Zauner and Nick Edwards
Audio post-production: Sam Ashwell @ 750mph
Sound Design: Sam Ashwell @ 750mph
DoP: Marc Gomez Del Moral