Entitled What You Wish For, the short programmes will build on IKEA's 'Unlimited Possibilities' ad campaign by offering viewers advice on how to transform their home.
It forms part of activity ahead of the opening of IKEA's 13th UK store, in Edmonton, London, next year.
To adhere to regulations preventing the placement of the advertisers' products in the programming, the interior furnishings will be in the form of animations.
Advice will be provided by an animated interior designer called Morty Pollock, with a voiceover by comedian Alexei Sayle.
The series of ten two-minute shows will air on UKTV Style and UKTV Bright Ideas from next week. The programmes were produced by BBC Broadcast, with animation by Picasso Pictures. Karmarama created the sponsorship trails.
IKEA UK advertising manager Vicki Anstey said advertiser-funded programming was chosen to supplement IKEA's existing ad campaign because it offered more opportunities to engage consumers with interior design suggestions than TV spot ads could. 'It allows us to cut through a cluttered media environment with content that taps into the quirky nature of the IKEA brand, 'she said.
Anstey added that the programmes would be followed by a third burst of the 'Unlimited Possibilities' ads in the summer.
The deal was negotiated between UKTV sales house IDS and MediaCom.
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