NEW YORK – AOL announced that IKEA will work with AOL Advertising to design and execute a display advertising campaign aimed at informing, inspiring and igniting customers to choose IKEA for their home furnishing purchases. Negotiated by IKEA’s media agency of record, Mediaedge:cia (MEC), this campaign signifies a shift in the company’s advertising approach to include major digital components moving forward.
IKEA and MEC chose AOL because of the integration capabilities that AOL is able to provide. In a collaborative effort with MEC, AOL will create and launch an IKEA microsite that builds on the content provided within three product areas – bedrooms, living rooms and kitchens. This will allow for deeper brand engagement and messaging and will drive traffic to both IKEA.com and the IKEA stores.
The microsite will engage consumers with content such as room planning guides, IKEA shopping lists and consumer sweepstakes and contests. From this site, consumers will also be able to access inspiration lists that provide a range of designs along with a list of IKEA products that can help them achieve a desired look and style.
“IKEA’s decision to collaborate with AOL for its online venture demonstrates the value of the content, technology and insights that only AOL can provide,” said Jeff Levick, president, global advertising and strategy, AOL. “The unique user experience that AOL has created for IKEA will provide an engaging user experience that builds preference and drives purchases for IKEA.”
AOL Home will produce three special sections devoted to the best, most up-to-date information for creating the perfect bedroom, living room and kitchen. The sections will not only offer expert advice, but also provide a forum for readers to upload pictures of those rooms in their own homes and show others what works for them. To kick off that dialogue, the Kitchen section, launching in October, will begin with a special series of in-depth photo essays documenting the ways a variety of American families are making their kitchens the center of their homes.
“This is an interesting collaboration for IKEA,” said Mattias Jongard, advertising manager, IKEA US. “We are making a shift in the allocation of advertising media to online in order to better reach and interact with consumers. The desired outcome is to deepen our brand engagement and increase consumer traffic to our stores.”
IKEA is also targeting 18 to 24 year olds who have gone back to college with a custom AIM Expression. The Expression includes a “Pillow Fight” game that encourages consumers to interact with their friends within an IKEA-branded environment. There is also a store locator and a Swedish word translator included that includes translations for English words such as “inspire,” “quality” and “meatballs.” This custom expression launched in July 2009 and has already been downloaded by more than 50,000 consumers.
About AOL
AOL is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL’s business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL’s owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL’s consumer offerings. AOL LLC is a wholly-owned subsidiary of Time Warner Inc. with employees in 18 countries across the globe.
About IKEA
There currently are more than 300 IKEA stores in 37 countries, including 37 in the U.S., where other new stores will open in: Centennial, CO and Somerville, MA. Since its 1943 founding in Sweden, IKEA has offered a wide range of home furnishings and accessories of good design and function, at low prices so the majority of the people can afford them. IKEA has been ranked in FORTUNE’s annual “100 Best Companies to Work For” list (three years in a row), Working Mother magazine’s annual list of “100 Best Companies for Working Mothers” (four years in a row) and Training magazine’s annual “Top 125” ranking of companies that excel at human capital development (five years in a row). IKEA incorporates environmentally friendly and socially responsible efforts into day-to-day business, and continually supports initiatives that benefit causes such as children and the environment. For more information about IKEA, please go to www.IKEA-USA.com, http://www.ikea-usa.com/.
About Mediaedge:cia
Mediaedge:cia (MEC) gets consumers actively engaged with clients’ brands, leading to positive awareness, deeper relationships and stronger sales. Our services include brand and consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sport, entertainment and cause partnerships, retail consultancy and Hispanic marketing. Our 4,500 highly talented and motivated people work with local, regional and global clients from our 250 offices in 84 countries. We are a founding partner of GroupM, WPP’s media investment management group. To find out more go to: www.mecglobal.com http://www.mecglobal.com/.
