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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here