(Vids @ the source)
IKEA Canada is set to pop with a national marketing campaign in support of its 2009 collection and catalogue, out next week.
The campaign, from IKEA’s Toronto-based creative agency of record Zig, includes TV, online, cinema and digital boards.
The spots feature So You Think You Can Dance contestant, Robert Murraine famous for his “pop and lock” moves, and Canadian dancer Shugamai Johnson. The pair dance their way through an apartment while arranging and interacting with pieces from IKEA’s new collection.
“The purpose of the campaign is to announce the arrival of the new collection,” said Shelley Brown, partner and director of strategic planning at Zig. “It made sense to us to do something really fresh and exciting to bring that kind of energy to the presentation of the new products.”
A three-minute online video will run on IKEA.ca, while three 30-second spots running between Aug. 4 and 17, will air on specialty channels and major network programs like the So You Think You Can Dance finale and Canadian Idol. The spots drive viewers to the IKEA site.
Three 15-second spots will rotate on digital boards downtown Toronto and Vancouver, and will also play on digital TTC and shopping mall digital boards across the country.
A 30-second cinema spot is set to run nationally for one week starting Aug. 8.
IKEA is also hosting the “Do you think you can decorate” contest, which gives consumers the chance to upload images of a room that has been decorated with IKEA products. A panel of IKEA designers will judge the entries. The grand prize winner will receive a $2,000 gift card. Two runners up will receive $500 gift cards. IKEA is promoting the contest online and in print.
Murraine will also perform at the opening of IKEA Canada’s boutique-style showroom July 31, near the corner of Church St. and King St., downtown Toronto.
The retailer is squaring off with some of the city’s high-end furniture design stores with a showroom filled with high-end furniture featured in the company’s 2009 catalogue, set to be released the same day.
Mindshare handled the media buy.
(Vids @ the source)
Source: marketingmag.ca and my tv