IKEA Canada

IKEA Canada

July 31, 2008 11:07 ET

IKEA Canada Pop, Locks and Launches new 2009 Catalogue

BURLINGTON, ONTARIO--(Marketwire - July 31, 2008) -

Editors Note: Videos and a photo are available with this press release.

Today, IKEA Canada pops their new 2009 IKEA Catalogue, featuring the new 2009 collection into 6.5 million Canadian homes. Supporting the launch is an original marketing campaign featuring this season's So You Think You Can Dance contestant Robert Muraine, famous for entering as a top "popping and locking" urban street dancer, and Canadian 'liquid' dancer, Shugamai Johnson. Both add a fresh twist by creatively showcasing the 2009 Collection in a television spot where the dancers reorganize a beautifully decorated IKEA livingroom.

"On July 31, 2008, over 160 million people world wide will pore over the pages of the much anticipated 2009 IKEA Catalogue to be inspired by the newest must-have products and clever solutions for their homes," says Madeleine Lowenborg-Frick, Public Relations Manager, IKEA Canada. "Each year we look for new and exciting ways to launch our new Collection, so we decided this year to 'pop' off the launch with a campaign that conveys the same energy, excitement and versatility as our products."

The new TV spot features Muraine, aka Mr. Fantastic, and Shugamai creatively using their popping and locking techniques to redecorate and rearrange a living room filled with new products from the 2009 Collection. The full three minute video is available on www.IKEA.ca, while the 30-second spot will be running between August 4 and August 17 on specialty channels including the So You Think You Can Dance and Canadian Idol finales. This fresh approach was deployed by IKEA Canada's creative agency of record, zig.

Furthermore, Three 15-second spots will rotate on digital outdoor boards in downtown Toronto and Vancouver, and will also play on digital TTC boards in Toronto and shopping mall digital boards across the country. A 30-second cinema spot is also set to run nationally.

To view the extended three minute version of the 'popping' IKEA television spots, visit http://www.ikea.ca.


IKEA is a leading home furnishings retailer with 260 stores in 36 countries worldwide, which are visited by 522 million people every year. IKEA Canada has 11 stores which are visited by over 25 million people every year. Last year the ikea.com websites attracted 450 million visitors. Founded in 1943, IKEA's business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them. For more information on IKEA, please visit: www.ikea.ca.

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