IKEA makes textiles one of the core components of its collections and focuses on fabrics in its campaigns. Recently, the furniture retailer launched two promotions at a time—in Australia and Hong Kong—dedicated to the creative use of textiles, DIY and home comfort revolving around applying different prints and colours. Both campaigns include an interactive component, encouraging consumers to experiment with textile and find new affordable ways to express their personalities through vibrant patterned fabrics and bring new life to their homes.
In Australia, IKEA launched a campaign by The Monkeys, aimed at women as the primary source of change in home décor, with a 30-second spot and a Facebook application on September 16. The video tells about a woman who, inspired by African visual culture, reimagines her home settings (and even her husband’s boxer shorts) with IKEA’s vibrant textiles. The brand has also invited ladies to visit its Facebook page and discover their Textile Personality by taking an easy text. On defining the user’s personality, the app gives a short psychological description, offers most fitting IKEA furniture designs, provides a Facebook Timeline cover pic with a corresponding pattern plus shows a photo of the room designed to reflect the user’s Textile Personality (The Romantic, The Thinker, Tribal, Rustic, Cool Connoisseur and Pop).
In addition to that, IKEA also released the IKEA KLIPPBOK moodboard tool, which allows consumers to “experiment with a wide range of products from fabrics themselves to simple changes like cushions, throws and rugs” online and create their own clipbooks to share with friends and to make plans for future changes in home décor. IKEA also launches a print and online advertising, which will include interactive banners, encouraging Aussies to play with colourful textiles to see how the home setting can be changed and infused with vibrant tones. The brand has also driven change in the offline world by redesigning daily commute in Sydney, Melbourne and Brisbane by adding a touch of style to them— public transport seating got fresh IKEA bright fabrics.
In Hong Kong, IKEA has invited its consumers to another Facebook app ‘Made Batter by You’, calling them to redecorate classic pieces of furniture using the brand’s textiles. Until September 26, the friends of the IKEA’s Facebook page can add a personal touch to the five IKEA pieces for a chance to win $100 IKEA gift vouchers and limited edition prizes. The app also allows to gives the customized pieces a new name, shifting from all the IKEA’s traditional Nordic name scheme.