New Brand Platform Speaks to Relationship with IKEA and Consumers

Iconic retailer IKEA is launching a new brand platform and marketing campaign by new ad agency of record Ogilvy & Mather, built around positioning IKEA as The Life Improvement Store and leveraging the brand’s core vision and mission of creating a better everyday life for the many people.

To bring the brand platform to life, Ogilvy has created an integrated marketing campaign -- “Made By” -- that demonstrates how the Johnsons, Garcias and other customers create individual living spaces “made by” them, and “designed by” IKEA to help make their life a little better.  A series of: 30 second ads will begin airing on Sunday, August 29, 2010, with national print and online media, and local broadcast media starting in September. The campaign will also run concurrently in Spanish language TV and digital media through an integrated Hispanic effort developed by IKEA’s Hispanic agency of record S,C,P,F in partnership with Ogilvy. 

“This new brand platform provides a unified way for us to share the IKEA vision of creating a better everyday life for the many through the products and services that we offer,” explained Christine Scoma Whitehawk, Communications Manager for IKEA. “As this campaign rolls out, you will see The Life Improvement Store brought to life through a mix of social, digital, traditional and events – reaching our customer at all touch points.”

“In developing this idea, we looked at what it is that IKEA does for its customers – it helps make their lives better with smarter living solutions,’” explained Lars Bastholm, Chief Creative Officer of O&M NY. “A better mattress means a better night’s sleep, a more organized kitchen means more time and efficiency – and from that we came up with the idea that IKEA is The Life Improvement Store.”

The first television ad in the “Made By” campaign  shows the enormous range of IKEA products just for the living room through couches and lamps and end tables that flip as voices off stage comment on what kind of furnishings the couples want in their living room.  The spot ends with “Made by the Johnsons. Designed by IKEA.”  Two additional ads will launch in September/October. Print ads carry the same line and showcase different furnishing options across areas of the home.  The Hispanic TV and digital efforts speak directly to the U.S. Hispanic consumer in an insightful and culturally relevant manner.

In addition to the advertising, The Life Improvement Store will be brought to life in mid-September through a series of customer experiences and events developed by global public relations agency Ketchum, agency of record for IKEA consumer PR.  These include the launch of a Life Improvement Sabbatical Contest offering one person the opportunity to win a year-long sabbatical* (worth $100,000) to improve the lives of others; a Life Improvement Co-Worker Challenge, a tandem internal contest giving IKEA employees the opportunity to win one of five $10,000 awards to support a local community initiative of their choice; and a series of free Life Improvement Store Seminars for customers, hosted in IKEA stores across the country, with a focus on helping to improve life at home. Ketchum and IKEA previously partnered on the award-winning “Mark Lives in IKEA” program, when comedian Mark Malkoff lived in a Paramus, N.J., IKEA store for one week.

Ogilvy’s new campaign follows an effort launched mid-August to support the IKEA catalog mailing.  Email marketing with custom personalized catalog covers was developed by Ogilvy in addition to a television ad and a social media effort through Facebook featuring a quiz.  The Facebook quiz, still active, allows people to determine what kind of IKEA furniture they are – another way to show the wide range of IKEA solutions.

Additional social and digital media initiatives are in development for early 2011.

* The grand prize winner is not required to take a leave of absence from work.  If the grand prize winner chooses to take leave from employment to work on their project, they can utilize a portion of the prize toward living expenses.  

About IKEA
There are currently more than 300 IKEA stores in 38 countries, including 37 in the U.S.  Since its 1943 founding in Sweden, IKEA, the world’s leading home furnishings company, has offered home furnishings and accessories of good design and quality at prices so low that the majority of people can afford them.  TIME Magazine listed IKEA as one of the top 8 most global eco-conscious companies. IKEA incorporates sustainable efforts into day-to-day business and continuously supports initiatives that benefit causes such as children and the environment.  For more information, go to IKEA-usa.com. 

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing and digital production. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY).  For more information, visit www.ogilvy.com.

Contact:  Toni Lee, 212-237-5090 or 917-679-7631, toni.lee@ogilvy.com

About Ketchum
A communications innovator, Ketchum ranks among the largest global communications consultancies and leads the industry in the U.K. and continental Europe as Ketchum Pleon. With five global practices – Brand Marketing, Corporate, Healthcare, Food and Nutrition, and Technology – and specialty capabilities that include Access Communications (high- and consumer-tech PR), Concentric Communications (experiential marketing, events and meetings), MMG (clinical trial recruitment), Ketchum Global Research Network, Ketchum Sports & Entertainment, and Ketchum Pleon Change (change management and workplace communications), Ketchum leverages its marketing and corporate communication expertise to build brands and reputations for clients. For more information on Ketchum, a unit of Omnicom Group Inc. (NYSE:OMC), visit www.ketchum.com

Contact:  Kathy Boerner, 646-935-3914 or 917-502-8443, Kathy.boerner@ketchum.com

About SCPF
SCPF, an ad agency founded in 1996 in Barcelona, is partially owned by WPP.  SCPF has offices in Barcelona, Madrid, Miami, New York, Mexico, Buenos Aires, Bogotá and Santo Domingo. Its roster of clients includes Coca Cola, Procter & Gamble, BMW, IKEA, Gas Natural Fenosa and Nokia among others. For more information, visit www.scpf.com.

Contact: Lisa Skriloff or Yartish Bullock-Okeke, 212-242-3351, lisa@multicultural.com and yartish@multicultural.com 

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Read the following related articles on IKEA's new ad campaign:

Focus on Families (and Furniture), The New York Times (nytimes.com)
Ogilvy, IKEA Seek to Improve Life, mediabistro.com
(includes a video of the IKEA home built inside Ogilvy's Cholocate Factory)  

Contact: Toni Lee
Date: September 13, 2010
Office: New York