St Luke's unveils no-frills Ikea ad campaign

St Luke's is launching a festive national poster campaign for Ikea, to remind the public of the Swedish retailer's wide-ranging choice of furniture.

St Luke's is launching a festive national poster campaign for Ikea, to remind the public of the Swedish retailer's wide-ranging choice of furniture.

The campaign aims to entice customers into considering Ikea as a place to do their Christmas shopping by highlighting the products that it sells that are not normally associated with the retailer. The idea is to show that it offers much more than just the self-assembly beds for which it is most famous.

The campaign, which will run for two weeks, relies on simplicity to get its message across, mirroring the no-frills approach of the retailer.

One ad shows an unadorned lamp , labelled as 'lamp', alongside the same lamp decorated with a halo of tinsel, with the line: 'Whoopee! Festive gift!'

A second ad uses the same idea, but features two chairs, the second of which is tagged: 'Wow, Christmas present.' The ads are all completed with the straplines 'Open late weeknights.'

The third execution shows a portfolio of Ikea gifts, complete with prices, to indicate the variety of stock that Ikea sells and the ease with which the store can be used to combine buying all your Christmas presents at once.

As well as running on posters nationally, the ads will appear on adbikes and will be cycled around major cities for two weeks by characters dressed up as Santa.

The campaign was written by Matt Janes and the art was directed by Vic Polkinghorne. MediaCom TMB is handling media planning and buying.



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