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Ikea Canada begins Any Space Can Be Beautiful campaign

Home furnishings retailer Ikea Canada has begun a marketing campaign to promote the release of its 2010 catalogue. The campaign, developed by Zig of Toronto, uses the tagline, "Any Space Can Be Beautiful." According to the company, this is the first time Ikea has connected a tagline to its catalogue. The initiative includes television and online advertising, as well as a contest. A teaser campaign of web banners and 15-second TV commercials broke on July 27. The full campaign began on Aug. 10, coinciding with the release of the catalogue. The creative depicts a cardboard box that explodes to release a number of dotted yellow lines. The lines move to form an outline around a space that could be made more appealing. The ads also invite viewers to visit a website at <> and upload a photograph of a space that could be beautified. Public voting for the pictures will determine the winner of a $15,000 makeover by a design expert from the television program CityLine. The makeover will then be featured on a episode of the show. The television ads are airing on national conventional and specialty stations. Online banners are running at Sympatico/MSN,,, and The campaign will run until the end of the month. Media was handled by Mindshare. "Ikea believes that every space has potential," said Hilary Lloyd, advertising manager at Ikea Canada. "Sometimes you just need an idea. The new tagline is at the heart of Ikea's mission to help Canadians have a better everyday life at home."

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