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IKEA ‘Happy Inside’ advert

Agency: Mother London

Client: IKEA

Mother London has released a hundred cats in IKEA’s Wembley store and filmed the results for campaign introducing the Swedish retailer’s new ‘Happy Inside’ brand positioning and announcing the 2011 catalogue launch.

The film shows the cats exploring the store and furniture, playing with price tags and settling down in comfortable spots, making themselves at home. The ad uses no CGI, all the action in the ad is real footage of the cats.

The ad breaks with a 60-second TV version. There is a 90-second version available online and on show in cinemas.

It is part of an integrated campaign that also features a competition, where users have to guess which pieces of furniture the cats in the ad settled themselves down on to win the furniture in question.

The competition is linked with Facebook so that users can spread it between each other, as well as being promoted in online ads.

Also hosted on the competition site is a short documentary about the owners of the cats and a “making of” film.

“We’re going back to the roots of IKEA and its real company values, but in a modern way, using the creativity of Mother to tap into the UK market,” said Director of Marketing at IKEA, Anna Crona.

The campaign is accompanied by press to announce the launch of the catalogue and extends to various IKEA in-store media as well.

Creative agency Cake has developed a facebook page for the campaign as well as an online catalogue featuring cats making themselves at home on IKEA furniture, that sits on the campaign microsite.

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