Zig bows ‘surprising’ holiday campaign for Ikea

You shouldn't guess what's inside a package by just looking at it. That's the theme of a new integrated effort designed to change consumer assumptions about the retail chain.

Challenged by the client to change consumer assumptions that holiday merchandise at Ikea is confined to decorating accessories, Toronto-based Zig developed an integrated campaign depicting gift recipients being surprised by what’s inside deceptively shaped packages.

In an especially engaging wrinkle, a cyber wish list microsite offers a chance to make sure people get what they really want this holiday season by browsing Ikea items and then building lists to send to family and friends.

With media buys by Mindshare Canada, the campaign elements all drive consumers to the new microsite. Appearing until Dec. 16, they include two 30-second TV commercials, a radio spot and rich media banners on Internet portals Yahoo.ca and Sympatico.ca and home décor sites HGTV.ca, Chatelaine.com, StyleatHome.ca and CanadianHouseandHome.com. As well, a printed gift guide is being mailed to residences across the country this week to provide consumers with ‘inspiring gifts that will really surprise them.’