Campaign Diary: Ikea’s quickie divorce site joins forces with Relate agony advisor

It is a well-known fact that advertisers are increasingly realising the vital role relationship marketing can play in the marketing mix. However, always one to be different, Ikea has gone one step further and added relationship maintenance to its strategy.

It is a well-known fact that advertisers are increasingly realising

the vital role relationship marketing can play in the marketing mix.

However, always one to be different, Ikea has gone one step further and

added relationship maintenance to its strategy.



As part of the ’make a fresh start’ campaign for Ikea, which offers

romantically challenged punters such nuggets of advice as: ’Now she’s

gone, the scheming vamp, treat yourself to a lovely lamp’, a website was

constructed.



Aiming at the arse-end of kitsch, the site, bedecked in pastel shades of

puke, is fronted by an oleaginous chap called Rupert Rayne - or ’Pert,

as he coquettishly wishes to be known - who offers his support to those

of us whose relationships are less than idyllic.



But cut through the St Lukesian snook firmly cocked at the site visitor,

and you will find an altogether more needy sector of the populace. Amid

the cod-caring links, such as ’my partner has left me - comfort me,

Rupert!’, we are asked: ’Desperate for a divorce? Get legal online.’



This link takes us (via several nannyish concerns - ’are you really

sure? No, but really, this is serious’) to the Desktop Lawyer site,

offering quickie divorces at the end of your modem. A staggering 60-odd

visitors per week have entered the site.



On discovering this, BBC Radio Leeds got hot under the collar and

arranged a head-to-head discussion between St Luke’s and Relate’s

spokeswoman, Jane Quilliam. Having lambasted the site for condoning

divorce, Auntie Jane was roped in to provide solace for the marriage

casualties.



Take-up of the consequent service on www.makeafreshstart. co.uk has far

exceeded expectations, to the extent that St Luke’s is considering

keeping it running, even when the ’make a fresh start’ campaign is long

over.



Rumours that St Luke’s is steering its former client at The Express

towards the relationship advice service are entirely unfounded.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).