Agencies team up for Ikea campaign

by Media Week Media Week 18-Mar-08

CBS Outdoor has teamed up with poster specialist Kinetic and media agency MediaCom to create a £2m campaign for Ikea.

The activity, which runs until 6 April, is split into three parts -
station advertising near the Ideal Home Show currently running at Earls
Court, plus sponsorship of the London Underground map and Oyster ticket

wallets.

Ikea advertising will dominate CBS Outdoor's media at Earl's Court Tube
station, targeting passengers with standard and digital formats.

Ikea will also sponsor London Underground maps, including 1,672
wall-mounted maps at Tube stations and six million handheld maps, until
March 2009. Additionally, the Ikea logo will appear on four million
Oyster card wallets, branded inside with the message: "Travel is a means
to an end. Home."

CBS already handles the ad sales contract for the London Underground,
worth £1.5bn. It is rolling out a range of new formats as part of
a £72m investment that will include the launch of cross-track
projection and digital screens.