IKEA hires Borkowski for global brand campaign

IKEA has brought in Borkowski to help reassert its retail credentials with a global brand campaign.

IKEA: home is where the estate agent is not
IKEA: home is where the estate agent is not

The six-figure UK PR account will see the agency supporting a multimedia campaign carrying the message ‘home is the most imp­ortant place in the world’. The campaign will cover national cinema, TV, radio, online and outdoor, and will also be launched in the US.

The campaign, launched this week, will challenge the nation to think about the difference between a house and a home and will argue that ‘a home’s soul is not for sale’.

It comes amid a glut of stories about the difficulties facing first-time buyers, rising interest rates and the responsibility of mortgage lenders.

Borkowski senior account director Megan Greenwood said: ‘IKEA wants to spark a debate about the home and how it is changing.

We will focus on trends, issues and social stories – for example, the increasing number of adults who are still living at home with their parents.’

She continued: ‘IKEA has recently been focusing on store openings and its organisational restructure. Now it wants to concentrate on building its brand and re-establishing a voice in the industry.’

The six-month PR campaign is being supported by a website: notgoinganywhere.co.uk. Visitors can download symbolic ‘Not For Sale’ signs to post outside their homes to ward off approaches from estate agents.

IKEA handed Borkowski the business without a pitch. The agency will also work closely with the creative team at advertising agency Beattie McGuinness Bungay to amplify the ad campaign, which breaks during X-Factor this Saturday.

IKEA makes an approximate annual turnover of £1.3bn in the UK from its 15 stores. Planning restrictions have largely prevented the retailer’s desire to expand. But it is opening new stores in December in Belfast and Coventry, and is also starting to sell products online.

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