Ikea taps pop culture

Dance clips, a 'So You Think You Can Decorate' contest, and a pop-up showroom help the iconic Swedish voice-over guy reach new shoppers.

A popper – not a woebegone lamp, or the incredulous and highly strung ‘start the car’ lady – stars in a series of choreographed decorating vignettes by Toronto-based Zig, which form the backbone of Ikea’s new reality show-inspired campaign touting its fall collection and catalogue launch.

A three-minute online video and three 30-second TV ads will air in early August on specialty channels, featuring popper Robert Murraine (‘So You Think You Can Dance’) and Canadian dancer Shugamai Johnson arranging Ikea furniture while performing. ‘The dance theme is exciting and generates buzz about the new Ikea collection,’ says Zig partner Shelley Brown.

Also included will be rich media banners on the TTC, billboards along the Gardiner Expressway and online ads, as well as a broader buy of radio featuring the voice of Swede Jonas Fornander (Ikea’s iconic commercial narrator) and an e-newsletter sent to Ikea subscribers talking up the new line. In addition, Ikea will have a pop-up show room for the campaign launch on July 30 on Toronto’s King Street.

The online contest portion – So You Think You Can Decorate – will ask consumers to email photos of their Ikea-decorated home. The grand prize winner will receive $2,000 in Ikea gift cards, and two runner-ups each will get gift cards worth $500.

Media buys were done by Mindshare.