Home furnishing company, IKEA, has announced the launch of a new cross-platform advertising campaign titled ‘Bright, shiny colours’, which aims to inspire the nation to bring their homes to life with new furnishing solutions available in-store this autumn season.
Coinciding with the launch of the new 2013 IKEA Catalogue, the campaign launched with a TV advertisement in the UK and Ireland on Saturday 8 September during ITV1 show ‘The X Factor’. Three versions of the advert have been produced and include 60” and 30” executions which will run until Sunday 7 October. There is also a full length two-minute ‘music video running exclusively online on YouTube.
Created by Mother, the ‘Bright, shiny colours’ advert tells the tale of a woman who goes on a magical journey through the new IKEA Catalogue. The woman’s home starts out in beige and white before we see her step ‘through the catalogue’ into the Technicolor world of IKEA. When she emerges from the other side he has bags of inspiration to transform her home.
Shot like a music video the advert pays homage to great dance sequences, such as Flashdance and Singin’ in the Rain, as well as Top of the Pops dance troupe Pan’s People. The soundtrack ‘Bright, shiny colours’, originally a Shirelles track, has been given a modern reworking by 99 Trees.
The campaign will also be supported by other activities in owned media platforms, including the IKEA website, in-store communication, the IKEA FAMILY loyalty scheme, and PR materials.
“With the new season approaching we adapt our homes to make them cosier as more time is spent out of the cold. But that doesn’t mean our homes have to look and feel the same all year around,” commented IKEA UK and Ireland marketing manager, Peter Wright.
“We want our new campaign to demonstrate that it’s easy and affordable to bring new life into your homes, through showcasing in a fun and surprising way the many new products and solutions we have available in the new Catalogue and our 19 stores, which will ultimately give them a reason to reconnect with IKEA.”
The 2013 IKEA Catalogue also carries a range of extra interactive content. Readers can use their smartphone for more inspiration when holding it over the page, for example looking behind closed doors, changing curtains and viewing demo films, pictures and 3D content, accessible by using the IKEA iPhone and Android app.