Ikea pushes True Blue Indian range

Home furnishings company Ikea is promoting a limited edition Indian-inspired homeware product range, called the ‘True Blue’ collection, with a digital campaign embracing Pinterest and Facebook to showcase the range.
For the launch, agency Lida has created a bespoke microsite which displays a curtain that draws back to reveal the assortment of merchandise.
The top of the page features a designer’s blue colour wheel where customers will be able to see their ‘true blue’ match and select a preferred shade of blue, which then brings up specific Ikea products in that colour.
A Pinterest button is featured on the site, and will direct customers to an Ikea ‘blue’ pin-board which will also showcase the new collection. Members will be encouraged to share the offers on the retailer’s Facebook page, which also has a blue takeover.
Targeting the 1.3 million of its Ikea Family loyalty scheme, an email will reward customers with a special online preview of the new range. The creative leads with the tagline: ‘Sneak peek,’ and shows a closed Ikea True Blue curtain. It aims to drive people to preview the products on the microsite.
Ikea relationship marketing manager Markus Weichselbaumer said: “Decorating your home can be a lifelong journey. It’s this very thought that led our designers to India to collaborate with local suppliers in creating something very special indeed: a mix of quality design with Indian craft and colour.”

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