IKEA launches new Hispanic campaign.

Anita Santiago Advertising (ASA), announced that it launched new Spanish-language television commercials for the IKEA Complete Kitchen Living products that offer customers comprehensive solutions for the kitchen under one roof.

The new campaign, titled “Mensajes” (Messages) opens with a young Latino couple deciding where to celebrate their first wedding anniversary over a nice, romantic dinner for two. The ads convey the message that once someone has created a complete IKEA kitchen at home, they will want to spend as much time as possible in it, even on their wedding anniversary. Tied into the story-line, the commercial visually showcases how IKEA offers complete solutions and products to create a beautiful and functional kitchen. Two versions of the commercial (:60 and :30 spots) began airing on March 17, 2008 in major Hispanic markets including Los Angeles, San Diego, Sacramento, San Francisco, Phoenix, Austin, Dallas, Chicago, New York and Miami.

Click the following link to view “Mensajes” commercial advertisement:
http://www.asaftp.com/temp/Web/video_pages/2008-0402_ikea-ckl-60.html>

Anita Santiago Advertising engaged Magaby Garcia, one of the most innovative and sought-after multi-cultural director’s worldwide to direct the “Mensajes” commercials. Garcia is credited with some of Latin America’s most unforgettable spots. The award-winning director’s body of work includes both commercials and entire campaigns for notable brands including Volkswagen, Kellogg’s, Bacardi, among others.

“We are always striving to leverage our strategic and creative resources to extend IKEA’s brand to Latino consumers,” said Ingrid Otero-Smart, president of Anita Santiago Advertising. “With this campaign we accent the kitchen as the heart of the home and reinforce how IKEA has everything under one roof to satisfy the Latina’s lifestyle.”

“IKEA recognizes that the kitchen is the heart of the home and, where the Latina woman takes pride in cooking and entertaining while creating a bond with her family and friends,” said Antonia Bañuelos, Hispanic Marketing, IKEA North America. “The “Mensajes” commercials capture and inspire this idea and how IKEA can help Latinos create the kitchen of their dreams by offering wide range of beautiful, quality and affordable solutions.”

The “Mensajes” commercials are just one way that Anita Santiago Advertising has led the development of IKEA’s efforts to build and sustain a relationship with the Latina community. The agency has developed and implemented an integrated marketing campaign that includes television, radio, print, out-of-home advertising, online, store events, and public relations to educate Latina customers on the IKEA shopping experience as well as the wide range of home furnishings and solutions.