TV for Couch Potatoes
Ikea has a new catalog and is sponsoring the show «Tapetenwechsel» on SF 2. Unikat is handling the marketing campaign for it.
Möbel Ikea has a new catalog and is sponsoring the show "Tapetenwechsel" on SF 2, with Unikat providing the communication. The expression "change of scenery" is a catchphrase and stands for a comprehensive change - you want to travel, look for a new job or at least redecorate your home. In a new TV commercial for Ikea, the Küsnacht agency Unikat has taken the word "change of scenery" extremely literally. It shows the living situation of a couple who have obviously been looking for a change of scenery for some time. Many things seem to have fallen asleep, become stuck and boring. "Revitalize your life" is now Unikat's message. It is formulated around a campaign for Ikea Switzerland.
Two humorous spots are used. The first will be used to support the nationwide distribution of the new Ikea annual catalog at the beginning of September. In a second season, the spots will underpin Ikea's TV sponsorship of the new show "Tapetenwechsel" on SF 2, although the "bedroom" idea conceived for this broadcast will remain under wraps until the premiere of the show next Tuesday, September 19. The commercials were produced by Wirz + Fraefel. The concept was created by CD Daniel Meier.
The first film "takes aim at men, who are often phlegmatic in their relationships, including when it comes to furnishing," says Daniel Meier from Unikat. Specifically: In the commercial, the man is once again bored watching TV while the woman studies the new Ikea catalog. Suddenly the woman has had enough and tears down the wallpaper with gusto. And while she is tearing it down, her husband is also drawn into the maelstrom of change. The boring man becomes part of this wallpaper - and is thus disposed of.
This first spot for the launch of the new catalog takes place in a living room. The second spot for the announcement of the Ikea sponsorship on the show "Tapetenwechsel" has the humor take place in a bedroom.
This sponsorship of a TV series is "a first for the furniture industry", says Marketing Manager Carlos Friedrich at Ikea Switzerland. The furniture store is correspondingly excited. For Ikea, this sponsorship is "a new way to reach many people".
New home, new life, new happiness: in "Tapetenwechsel - Das grosse Zügeln", people with housing worries receive help. In seven episodes, a TV team from SF 2, presenter Susanne Kunz and the expert duo Andrin Schweizer and Tatjana Glemser accompany seven very different families on their way to their dream home. The trio not only watches, but also spits into their hands.
Andrin Schweizer, a freelance architect who designed part of Expo.02 as well as Kurt Aeschbacher's "Labor-Bar", is "the interior design conscience of the show", while Tatjana Glemser has made a name for herself as a decorator and outfitter in various advertising films and music videos and, as a professional craftsman, "turns visions into reality".
The first program portrays a patchwork family in the Basel region. They have to digest a hard blow: After years of living in very cramped conditions, they have barely rented and furnished a house in Münchenstein that suits them all when they are given notice to quit - the house is being sold. But the "Tapetenwechsel" team knows what to do. They join forces to look for a new home and finally find one in Reinach. What comes with them? What is definitely not? The actual moving and furnishing takes place without the family. The emotions are all the greater when the doors to the new home finally open.
Furnished programIn the TV series "Change of scenery"
the furniture store Ikea can show which living ideas can be easily realized with its range. The contributions work according to the "before and after" scheme and the idea was developed by the people responsible for sponsoring at SF. Contacting Ikea was "obvious and there was immediate mutual interest", according to Ikea's marketing manager Carlos Friedrich. Similar programs sponsored by Ikea are already working with great success in Germany and other European countries.
Ikea was involved in the conception of the program from the very beginning. However, in order to remain independent in accordance with the sponsorship guidelines, the final form had to be developed independently of the TV and its managers.
A website will also be launched as a service to accompany the series. Information, tips and tricks relating to the dream of a new home will be collected here on an ongoing basis. Here the public can also find information on house hunting, tips on moving and ideas on furnishing.
Andreas Panzeri
Two humorous spots are used. The first will be used to support the nationwide distribution of the new Ikea annual catalog at the beginning of September. In a second season, the spots will underpin Ikea's TV sponsorship of the new show "Tapetenwechsel" on SF 2, although the "bedroom" idea conceived for this broadcast will remain under wraps until the premiere of the show next Tuesday, September 19. The commercials were produced by Wirz + Fraefel. The concept was created by CD Daniel Meier.
The first film "takes aim at men, who are often phlegmatic in their relationships, including when it comes to furnishing," says Daniel Meier from Unikat. Specifically: In the commercial, the man is once again bored watching TV while the woman studies the new Ikea catalog. Suddenly the woman has had enough and tears down the wallpaper with gusto. And while she is tearing it down, her husband is also drawn into the maelstrom of change. The boring man becomes part of this wallpaper - and is thus disposed of.
This first spot for the launch of the new catalog takes place in a living room. The second spot for the announcement of the Ikea sponsorship on the show "Tapetenwechsel" has the humor take place in a bedroom.
This sponsorship of a TV series is "a first for the furniture industry", says Marketing Manager Carlos Friedrich at Ikea Switzerland. The furniture store is correspondingly excited. For Ikea, this sponsorship is "a new way to reach many people".
New home, new life, new happiness: in "Tapetenwechsel - Das grosse Zügeln", people with housing worries receive help. In seven episodes, a TV team from SF 2, presenter Susanne Kunz and the expert duo Andrin Schweizer and Tatjana Glemser accompany seven very different families on their way to their dream home. The trio not only watches, but also spits into their hands.
Andrin Schweizer, a freelance architect who designed part of Expo.02 as well as Kurt Aeschbacher's "Labor-Bar", is "the interior design conscience of the show", while Tatjana Glemser has made a name for herself as a decorator and outfitter in various advertising films and music videos and, as a professional craftsman, "turns visions into reality".
The first program portrays a patchwork family in the Basel region. They have to digest a hard blow: After years of living in very cramped conditions, they have barely rented and furnished a house in Münchenstein that suits them all when they are given notice to quit - the house is being sold. But the "Tapetenwechsel" team knows what to do. They join forces to look for a new home and finally find one in Reinach. What comes with them? What is definitely not? The actual moving and furnishing takes place without the family. The emotions are all the greater when the doors to the new home finally open.
Furnished programIn the TV series "Change of scenery"
the furniture store Ikea can show which living ideas can be easily realized with its range. The contributions work according to the "before and after" scheme and the idea was developed by the people responsible for sponsoring at SF. Contacting Ikea was "obvious and there was immediate mutual interest", according to Ikea's marketing manager Carlos Friedrich. Similar programs sponsored by Ikea are already working with great success in Germany and other European countries.
Ikea was involved in the conception of the program from the very beginning. However, in order to remain independent in accordance with the sponsorship guidelines, the final form had to be developed independently of the TV and its managers.
A website will also be launched as a service to accompany the series. Information, tips and tricks relating to the dream of a new home will be collected here on an ongoing basis. Here the public can also find information on house hunting, tips on moving and ideas on furnishing.
Andreas Panzeri
