In a media first for the Associated Newspapers title, there will be different creative featured in the ad spaces throughout the paper.
Integrated adverts will also appear on the London Eye and Science and Technology sections, as well as tactically relating to editorial content.
The advertising takeover, created by Beattie McGuinness Bungay and planned by MediaCom, forms part of the company’s promotion of the new Ikea catalogue.
Vala Magnadottir, Ikea external communications specialist, says: “The London Lite takeover gave us an excellent opportunity to showcase the width and depth of our offer both in terms of price variation and range of styles.
“More importantly, we presented the Ikea personality through some fun and surprising creative solutions which match our design innovation ethos.”
Meanwhile, Ikea is reviewing its global media agency accounts, currently held by WPP Group’s Mediaedge:cia and MediaCom.
News International recently decided to fold its rival free newspaper thelondonpaper as the parent company refocuses its strategy on paid-for content.