Ikea Singapore returns to showing how its home furnishings are like modern technology

Ikea Singapore has again placed its home furnishing products in the context of modern technology with a campaign to promote its ‘smart storage’ solutions.

Ikea singapore campaign

Ikea ads at Jurong East MRT station, Singapore

A year and a half after Ikea Singapore’s ‘Bookbook’ campaign, which stacked up its new catalogue with Apple’s iPhone in a multiply awarded viral film, the Swedish furniture chain has presented cupboard and refrigerator drawers and other storage fittings as possessing the qualities of GSP, tracking systems and search engines.

In an video part of the campaign, Ikea has brought back another familiar element of the brand’s advertising – sexual innuendo – as a disorganised Singaporean woman resorts to a curious technological innovation to find one of her prized possessions lost in her bedroom.

Ikea has followed up the video with tips for smarter storage at home with a series of images and videos posted on the brand’s Facebook page.

Ikea’s agency in Singapore is Bartle Bogle Hegarty.


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