IKEA features 100 cats

Watch the new IKEA campaign here.

IKEA is unveiling a new ad featuring a hundred cats in one of its stores, as part of its new ’Happy Inside’ brand positioning and announcing the 2011 catalogue launch.

The film, created by Mother London, shows the cats exploring the store and furniture, playing with price tags and settling down in comfortable spots, making themselves at home.

The ad uses no CGI, all the action in the ad is real footage of the cats. It will break during ITV1’s The X Factor this Saturday in a 60-second version. There is a 90-second version available online and on show in cinemas.

It is part of an integrated campaign that also features a competition, where users have to guess which pieces of furniture the cats in the ad settled themselves down on to win the furniture in question.


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The competition is linked with Facebook so that users can spread it between each other, as well as being promoted in online ads.

Also hosted on the competition site is a short documentary about the owners of the cats and a “making of” film.

Feh Tarty creative director at Mother, says: “The idea behind the work is that cats know better than anything what makes them feel happy inside – they live their lives in pursuit of their own comfort. So we released a hundred cats into the IKEA Wembley store, for real, to see where they went and what furniture made them happy.”

Anna Crona, director of marketing at IKEA, adds: “We’re going back to the roots of IKEA and its real company values, but in a modern way, using the creativity of Mother to tap into the UK market”.

The campaign is accompanied by press to announce the launch of the catalogue and extends to various IKEA in-store media as well.

Creative agency Cake has developed a facebook page for the campaign as well as an online catalogue featuring cats making themselves at home on IKEA furniture, that sits on the campaign microsite.

IKEA appointed Mother to its UK and Ireland advertising account in January 2010.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace

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