Catnapping to increased sales
HOME furnishings company IKEA released 100 cats into a store and filmed their behaviour for a campaign introducing the new 'Happy Inside' brand positioning.
The new ad campaign will also be used as a platform to launch the 2011 IKEA catalogue. The film shows the cats exploring the store and furniture, playing with price tags and settling down in comfortable spots, making themselves at home.
It is part of an integrated campaign that also features a competition available at IKEA.ie/cats, where users have to guess which pieces of furniture the cats in the ad settled themselves down on to win the furniture in question.