UKTV Secures Ikea To Launch Advertiser-Funded Series
Interactive Digital Sales and Mediacom have secured a deal that will see Swedish furniture giant IKEA fund a series of short interior design programmes due to be broadcast on UKTV.
The series, entitled What you wish for, will consist of ten two-minute episodes airing on UKTV Style and UKTV Bright Ideas. Presented by an animated interior design guru, the series promises viewers tips on interior design as well as providing exposure for IKEA’s products.
The series is backed by substantial off-air activity, including a press campaign to encourage readers to tune in. Extensive web support is also being used on UKTV Style’s website as well as on a specially created microsite at www.whatyouwishfor.co.uk.
The website will enable users to view the programmes themselves, as well as a range of guides for transforming their homes. They will also be given access to an animated room-designing tool to redesign their homes using IKEA products.
Commenting on the initiative, Vicki Anstey, IKEA UK’s advertising manager said: “Advertiser funded programming provides a unique and innovative opportunity to enrich IKEA’s communication platform. This will allow IKEA to achieve further cut-through in an increasingly cluttered media environment with programme content that taps into the quirky nature of the IKEA brand.”
Guy Martin, joint head of commercial development at IDS, added: “Multichannel television offers huge opportunities for advertisers to innovate and connect with their customers in different ways. IDS is firmly committed to working with advertisers to create compelling content and we are delighted to be working with IKEA in such a collaborative way”
The move by IKEA is one that is likely to be aped by several high-profile advertisers as advertiser-funded programming takes off in 2004. New research from the Branded Content Marketing Association estimates that branded television content will quadruple by the end of the year as advertisers search for more cost effective ways to promote their products (see Advertiser Funded Television To Take Off In 2004).
IDS: 020 7693 8800 www.idigitalsales.co.uk
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