Karmarama kicks off a second round of shlomping ads for Ikea

by Rebecca Beer, Campaign 04-Apr-03

Karmarama is launching a new burst of television and press activity to support Ikea's "shlomping" lifestyle positioning.

The campaign is the second phase of the furniture retailer's "shlomping" drive, which was introduced by Karmarama as a term to describe sitting in an informal or relaxed way. It follows the characters Shlomp and Nosh, who continue to encourage the country to "Live UnLtd".

The campaign will target women of all ages with an interest in home furnishings.

The press activity will run as "funsheets" - pull-out ads - in ten women's glossies from the beginning of April. Three titles - She, Company and Cosmopolitan - will feature a reusable "shlomping" bookmark to draw attention to the page.

The funsheet offers readers information and images about shlomping, where and how it can be done, and what items of Ikea furniture are best used for shlomping.

Four ten-second TV spots show people shlomping on Ikea furniture, including hanging seats, footstools, a sofa and a recliner. All have the endline: "Live UnLtd".

The work was written and art directed through Karmarama and strategically planned by Outfit. The photography for the Funsheet was by Dan Burn-Forti, who also directed the TV spots. Media was planned and bought through MediaCom.

Ikea's external communications manager, Frances Evans, said: "The new shlomp work goes even further in positioning Ikea as the liberating alternative to formality and convention in the home."