Ikea takes campaign to London landmarks

Ikea is redecorating some of London’s landmarks as part of a major brand campaign targeting commuters. The Swedish furniture retailer will project its textile patterns on to some of London’s best-known spots from today.

The outdoor work will be supported by a campaign in evening freesheet thelondonpaper which will include cover wraps, integrated adverts, advertorials, competitions and patterned sections. The newspaper says the campaign “goes beyond simple advertising”. Mediacom handled the planning and buying.

The retailer, which is reviewing its £4m UK advertising account, has been increasing its focus on commuters with recent campaigns. At the end of last year, it launched posters across buses and tube trains to support the launch of its new catalogue. Last month, it briefed St Luke’s, which was previously its retained agency, to create a global press campaign to support its new textile and materials range.

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