LONDON – 8th November 2006 – Agency.com London has launched the first microsite for IKEA, since being appointed earlier this year. The microsite, www.be-enlightened.co.uk, coincides with IKEA's in-store Lighting Weeks’ promotion.

Aimed at style conscious females aged 24-49 with children, most of whom are already familiar with and buy IKEA furnishings, the campaign objectives are threefold: To drive awareness of the new range of lights; To inspire and guide customer light purchase consideration and choice; and to reinforce IKEA’s credentials as lighting solution experts with a range to suit everyone.

The creative design and build for the site, including the use of video vignettes that required development of unique room sets to showcase the different moods and settings in which you can use IKEA lighting, were all created in-house by Agency.com.

The site features two parts: ‘Get a light’ and ‘Get enlightened’.

The ‘Get enlightened’ part of the site invites you to see how lighting can change a situation, giving four situations including The First Date, The Deadline, The Sleepless Night and The Get Together. A video plays for each situation when selected and the user is invited to control the lighting in the room set, to see what effect good or bad light has on a situation. In ‘First Date’, the user can choose from ‘Not so moody’, ‘In the mood’ or ‘Mood killer’ and watch the couple react accordingly as their environment changes. Advice is then offered by scenario, types of lighting, lighting function, accessories and bulbs.

‘Get a light’ enables you to browse the UK lighting range, choosing from wall or floor lamps, overhead or table lamps. When you click on a specific lamp, the details of the product including measurements, what bulb it takes, colour variants and price are displayed.

Throughout their interaction with the site, users can also compile a shopping list of the things they like, ready to take with them on their next trip to an IKEA store.

Paul Banham, European Executive Creative Director at Agency.com, said: “We wanted to create an engaging and fun experience for visitors to the site that would educate them about how lighting can be used to different effects in different settings - mood and task lighting. The use of video allowed us to highlight the benefits of good lighting, all whilst remaining in line with the IKEA brand humour, tone of voice and showcasing the products in a slick, aspirational fashion.”

Claudia Struzzo, Deputy Marketing Manager for IKEA UK, commented: “"We are very happy with www.be-enlightened.co.uk and feel it takes us a step further in the way we work with digital media."

During the Lighting weeks, IKEA will run an in-store promotion on lighting, which will be supported with in-store literature and press.

Agency.com was appointed to handle IKEA’s online marketing in June 2006 following a competitive pitch.

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For further information please contact:
Marianne Stefanowicz
Agency.com Worldwide
e: marianne@agency.com
t: +1-212-358-2664
m: +1-917-421-0380

About Agency.com
Agency.com is a full-service interactive agency. Since 1995, the company has worked with clients like British Airways, IKEA, T-Mobile and Visa to create engaging interactive experiences. Agency.com is headquartered in New York and has offices in Amsterdam, Brussels, Chicago, Dallas, Dublin, London, Milan and San Francisco. For more information, visit www.agency.com. Agency.com is part of TBWA Worldwide, an Omnicom Group Inc. (NYSE:OMC) company. Omnicom is a Fortune 500 global advertising, marketing and communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

All trademarks, trade names, service marks, and logos referenced herein belong to their respective owners.

Published on: 12:00AM on 8th November 2006