Ikea UK is offering to help consumers "win" Christmas with an
irreverent campaign created by St Luke's.
This will be one of the last campaigns created by St Luke's following
Ikea UK's recent decision to take its £8 million account in-house.
The agency's six-year relationship ends in February 2002.
St Luke's swan song is a press and radio push focusing on consumerism
and a desire to "beat the Joneses" as the real spirit behind
The campaign aims to drive pre-Christmas traffic into the stores by
reminding people that Ikea sells Christmas gifts and decorations, so
they can beat neighbours and relatives by having the most baubles on the
tree and the best wine glasses, for example. It also urges them to "win"
the best guests by providing Ikea furniture to accommodate them.
Vic Mirauer, the account director at St Luke's, said the irreverent tone
of the campaign is in keeping with Ikea's image as an "unconventional
but friendly rebel". She said: "It uses the truism of commercialism
which most retailers would avoid but because Ikea has established that
tone of voice, consumers are more forgiving."
Press ads will appear in regional press in the areas where Ikea has its
11 stores, including the Evening Standard in London.
The campaign was art directed by Simon Friedberg and written by Andy
Drugan. Media planning and buying was by MediaCom.