Ikea promotes its pages
Life handing you an unexpected change? Ikea’s latest catalogue campaign is saying it has a page in its 2014 book for that.
With media by Jungle Media and creative from Leo Burnett, the campaign, which has OOH pieces in major markets like Toronto, Montreal, Winnipeg and Vancouver, also has a TV component airing on conventional and specialty programs and a social media portion asking Canadians to submit their favourite Ikea catalogue offerings on Twitter with the hashtag #IKEAPageForThat for a chance to win a $100 gift card.
David Kennedy, SVP, group account director, Leo Burnett, tells MiC the campaign, which targets Ikea’s core demographic of women aged 25 to 49, continues to build on the insight that people use the company’s catalogue like they would a fashion magazine, thumbing through it and folding over or sticky-noting pages with interesting pieces. Taglines in the campaign include things like “Boy meets girl. Girl moves in.” Always noting “there is a page for that in the Ikea Catalogue.”
“The catalogue is something people look forward to every year, it makes Ikea unique, especially in the category because not that many people put out catalogues anymore,” he says.