Ikea partners with GMTV and Tiscali for bedroom range

Emma Rigby,, Revolution UK 29-Sep-04, 08:00

LONDON - Swedish furniture retailer Ikea has partnered with media owners GMTV and Tiscali to promote its bedroom range in a project developed by digital agency Wheel.

A game featuring monsters is at the heart of the promotion, which features the campaign endline: "Don't be a monster, get a good night's sleep with an Ikea bedroom."

The promotion pushes the message that if customers have a messy bedroom and a poor mattress, they will lose sleep and become an irritable monster.

Visitors to the GMTV and Tiscali sites can click through to play the game: users can identify and zap bedroom monsters and click through to Ikea's bedroom section online.

Viky Andersen, Ikea's internet manager, said: "The internet continues to be an important and cost effective way for us to reach customers."

The promotion, which runs for a month throughout October, will be supported by a press campaign.

Chris Clarke, Wheel creative director, said: "It's a really simple idea, with a strong core concept and a real sense of fun."

The game can be viewed on Ikea's Live UnLtd site.

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