Ikea syncs mobile content with TV ads for 'Wonderful Everyday' celebration of meal times

Ikea has launched the latest instalment in its 'Wonderful Everyday' advertising campaign, which includes a deal with ITV that synchronises mobile content with TV ads.

Ikea: TV spot celebrates the importance of meal times
Ikea: TV spot celebrates the importance of meal times

The Swedish retailer is promoting its kitchen and dining range using the strapline, "Every Meal is a Special Occasion".

The ad and content campaign spans TV, radio, digital and social media, and includes 60-second, 30-second and 10-second TV spots, synchronised with mobile content activity.

The partnership with ITV, which was brokered by Vizeum, includes idents and mobile content that will appear in 'The X Factor' app, designed to "generate conversations around what makes an everyday meal a special occasion".

The content features families, including celebrity couple Marvin and Rochelle Humes, who explain what makes their mealtimes memorable.

ITN has created a series of 10-second videos that use AdSync technology to appear on people’s tablets or smartphones during specifically timed ad breaks. The in-app shorts will go live on 25 October during ‘The X Factor’, while TV spots will run every day from 27 to 31 October. The campaign will run until 20 December.

Peter Wright, Ikea UK and Ireland’s marketing manager, said: "To Ikea, the everyday is the biggest design challenge – whether it’s a midweek meal for your partner, breakfast with the kids, or pizza on your lap on a Friday night.

"These are the everyday meals that we think are just as important as the showpiece dinner. We want to celebrate the 'Wonderful Everyday', especially meal times when you come together with the people you love."



Read next

Is #WakeUpCall the tipping point for the social-media fundraiser?



God only knows: how the BBC pushed the boundaries of content marketing