IKEA Germany transformed the two-dimensional IKEA catalogue in 2007 into a three-dimensional installation, creating an exact replica of the living room on the catalogue cover and taking it on tour to shopping malls in 24 German cities.
Mall shoppers were invited to have their photograph taken on the catalogue cover. Five days later they were able to visit their local IKEA store to pick up their personalised version of the catalogue featuring their own photograph.
Describe the objective of the promotion.
The IKEA catalogue is, next to the Bible and Harry Potter, the third most printed publication worldwide. Our objective was to advertise the new IKEA catalogue with an innovative promotion that involved a lot of people and boosted IKEA’s brand appeal. The motto for the promotion was “Fashion for your most beautiful home in the world.” This was the motto of the annual IKEA campaign in Germany for 2007.
Describe how the promotion developed from concept to implementation.
We transformed the two-dimensional IKEA catalogue cover into a three-dimensional installation by creating an exact replica of the living room on the catalogue cover. Our 3-D Cover went on tour throughout shopping malls in 24 German cities. Everyone had the opportunity to have their picture taken on our catalogue cover set. A few days later, participants in the photo shoot could go to IKEA and pick up a catalogue featuring themselves as the cover model! In this way, we made a lot of people a part of the new IKEA catalogue.
Explain why the method of promotion was most relevant to the product or service.
The promotion was held in shopping malls in downtown areas, and the personalized IKEA catalogue was handed out in IKEA stores five days later. We got customers personally involved in the brand, enticing them to come into the store and pick up their catalogue featuring themselves as the cover model.
Almost everyone has a regular IKEA catalogue in their apartment somewhere. But proud owners of an IKEA catalogue with themselves on the cover will pick it up more often, show it to other people, and get more IKEA inspiration for their own home.
Describe the success of the promotion with both client and consumer including some quantifiable results.
A total of 7,120 people had their pictures taken. 4.039 of them picked up their personalized catalogue at IKEA. That´s more than 56%! The promotion not only boosted IKEA’s image, but also increased traffic and sales in IKEA furniture stores!
Advertising Agency: Jung Von Matt
Creative Director: Tom Hauser/Soeren Porst/Bernhard Lukas/Arno Lindemann
Copywriter:Tom Hauser/Caroline Ellert
Art Director: Joanna Swistowski