Magazine article Marketing

Marketing Promotion: The Thinkboxes Winner for January/February 2010

Magazine article Marketing

Marketing Promotion: The Thinkboxes Winner for January/February 2010

Article excerpt

Pure TV brilliance from IKEA

IKEA may be synonymous with bookcases and meatballs, but it is less well-known for its kitchens.

While competitors with bigger adspends use pictures of 'perfect' kitchens being showcased by actors, IKEA wanted to show kitchens that belong to real people.

The 'Kitchen Squad' campaign comprised a trio of ads that ran across consecutive ad breaks on Channel 4, showing IKEA's make-over team surprising people by ripping out their old kitchen and installing a new one. Two additional storylines will be broadcast soon.

The ads, created by Beattie McGuinness Bungay, featured two unsuspecting families who were nominated by friends.

Geraldine Stewart, head of external communications at IKEA, said: 'It is a campaign we are proud of.

We have approached the category with honesty and integrity in mind. That is why we have used real employees. It is not advertising that is beautiful and soulless: it is affordable kitchens for real people.'

IKEA came top of a shortlist of ads broadcast in January and February, and voted on by members of Thinkbox's Creative Academy of ad industry experts.

The judges were enthusiastic in their praise. Nick Darken, of Albion, said: 'It is great to see IKEA using TV in a different and engaging way.' Dominic Chambers, of LG, added: 'The ads are funny and emotional and shot in a way that makes them entertaining. …

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