New campaign – ILVA

Danish furniture retailer ILVA is launching its first television campaign this weekend, aimed at raising the profile of the brand during the key furniture buying period between Christmas and New Year.

The campaign will be backed by press and radio, and features four inflatable letters – the I, L, V and A of the ILVA logo.

In the ads, children and adults are seen playing with the letters, throwing, kicking and passing them around. Finally, the four letters are revealed together as the brand name with a voiceover stating, “We’re ILVA”.

The Isobel-created campaign uses a quirky soundtrack with the message, “It’s wonderful”, repeated over and over, and aims to be an antidote to the aggressive “on sale” ads favoured by the rest of the furniture market during this period.

ILVA has opened three UK stores this year in Thurrock, Manchester and Gateshead, with plans for several more in the pipeline. Media planning is handled by Experience with buying by Initiative.

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