Ikea turns up the heat with new 'reality TV' kitchen range adverts
Published 25/02/2010 | 05:00
SWEDISH furniture giant Ikea will make its second splash in the Irish advertising market this weekend, premiering a "reality TV" ad to promote its kitchen range.
The ad is part of a multi-media campaign, believed to cost between €300,000 and €400,000, and comes almost a year after Ikea's stark billboards heralded the Dublin store's opening.
Viewers of Friday's 'The Late Late Show' will get the first glimpse of the TV incarnation, which Ikea claims is "the first reality home makeover commercial to be aired on Irish television".
Having gotten the public to nominate friends and family in need of new kitchens, Ikea's 'Kitchen Squad' goes into three homes and rips out the old kitchens before replacing them with new Ikea ones.
The drama and confusion of the switch is captured on hidden cameras and is played out over three instalments of the adverts, which will run from this weekend until May.
The ads were produced in the UK but feature one Irish family, giving them a local hook across their "UK and Ireland" jurisdiction.
The campaign will also be supported by a promotion on TV3's 'Ireland AM' as well as extensive press and online activity.
"Although their methods may be extreme, after watching these adverts everyone will want to come home to see a little yellow telephone waiting for them," says Ikea Dublin marketing manager Lisa O'Brien, commenting on the marketing approach.
Ms O'Brien adds that Ikea Dublin will have its own 'Kitchen Squad' to help locals here choose their "optimum kitchen" from a range of more than 45 on offer at its flagship store.