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Serviceplan is aiding in the opening of the first IKEA store in Korea. The Swedish furniture giant's market entry is being accompanied with a mix of TV commercials, print ads, out-of-home-advertising and online ads.

Munich/Seoul, 8th January 2015 — On 18th December 2014 IKEA opened its first Korean store in Gwangmyung, near Seoul. It is the Swedish company's largest store to date. Serviceplan Korea's launch campaign ran under the slogan “Where Happiness Lives”. Serviceplan and Ikea have been working together in Korea for around six months after Serviceplan won the two year contract.   

The campaign is targeted particularly at women between 25 and 40 in families with children. “The home is a place to relax and spend many a happy hour with our families. That is the idea we want to get across,”  says Edmund Schäffer, Managing Partner at Serviceplan Korea.
In the One Fine Day produced TV spot, IKEA's space-saving furniture is highlighted, showing how a comfortable atmosphere can be created in smaller rooms.  Out-of-home-advertising and print ads depict tired fathers as sleeping supermen and happy children playing in their rooms. Online ads in the popular South Korean search portal, Naver, have helped draw attention to the opening.

Serviceplan Korea's Edmund Schäffer and Bill Yom led the campaign which started on the 17th November. Yom transferred from his position as Executive Creative Director in Serviceplan Hamburg to Seoul in September 2014.
The graduate communication designer with Korean roots has been the recipient of many national and international awards, including the Clio Award and awards from ADC Europe, ADC Germany, the One Show award and Cannes Lions. On the client side, Ulf Smedberg, Marketing Manager for IKEA Korea is responsible.

About Serviceplan Korea

Serviceplan Korea started as the agency Liquid Campaign which was founded in 2008 by Edmund Schäffer. In 2011 the Serviceplan Group became the majority shareholder and since 2013 renamed Serviceplan Korea. Edmund Schäffer is the managing director of the Seoul location, and leads a team of currently around 40 employees. Clients include BMW, IKEA, Soongsil University, SK Hynix and Lanxess.
In April 2014 the agency moved from Itaewon to newer, larger offices in Hannam-dong. The office was designed around the concept “Glocalization: Think global – act local”. The architectural award winning office building expresses the integration of modern design with Korean elements.


Christiane Wolff

Christiane Wolff
Chief Corporate Communications Officer

+49 89 2050 2270

E-Mail: c.wolff(at)serviceplan.com