Ikea hires Fallon to create kitchen push with buses

Media Asia 23-Apr-04

SINGAPORE: Swedish furniture retailer Ikea Singapore has launched a five-month bus campaign promoting its range of kitchens.

According to Ikea Singapore marketing communications manager Angeline Tan: "We simply want to tell Singapore that the Ikea store is not just about sofas and coffee mugs. We sell kitchens too at the same unbelievably low Ikea prices." Six single-deck buses bearing the same Fallon-designed creative will run until August this year. Said Tan: "We like the idea of a mobile medium that reaches the nooks and crannies of this island carrying a very single-minded message. As a media person would say, it has high reach."

Tan attributed Ikea's choice of agency to Fallon CD Calvin Soh: "Calvin knows kitchens." This is the first time that Ikea is using Fallon since parting ways with Lowe.