Ikea readies new advertising campaign
By Adnews Staff
Furniture retailer Ikea Canada will break a new ad campaign on Aug. 4 to promote is 2009 product line. The campaign, developed by Zig of Toronto, features Robert Muraine, a former contestant of the reality show "So You Think You Can Dance." In the three 30-second television commercials, Muraine and Canadian dancer Shugamai Johnson dance in an apartment while arranging pieces of furniture. The ads will air on specialty channels and during network programs including the "So You Think You Can Dance" finale and "Canadian Idol." Three 15-second versions of the ads will run on video boards in downtown Toronto and Vancouver, as well as on shopping mall video boards nationally. A 30-second cinema ad will also run nationally. A three-minute version of the ad will be hosted on the Ikea website. "The new Ikea collection is fresh and exciting and the edgy dancers communicate that," said Shelley Brown, director of strategic planning at Zig. "They add energy to the presentation of the products and effectively showcase Ikea's versatility and appeal." Ikea is also conducting a contest as part of the campaign called "Do You Think You Can Decorate?" Consumers can enter by submitting online an image 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 additional winners will receive $500 gift cards. The contest is begin promoted online and in print.