We utilized multiple media platforms to introduce the 2020 Ikea catalogue and communicate our positioning of - The Book That Will Change Your Life. Beginning with a film that told the story of a slob who has his life transformed once he finds the IKEA Catalogue - the ultimate book that holds all the answers. Then, we solved people’s every problem by responding with a page number from the Ikea catalogue. We spoke to people directly on social media platforms, on radio and used what people had to say about our book and converted them into print and outdoor communication.
Background
With over 200 million copies distributed every year, the IKEA catalogue is one of the most read books in the world. Our challenge was to launch the 2020 edition by living up to people’s expectations.
Describe the creative idea
We positioned the 2020 Ikea catalogue as ‘The book that will change your life’. We introduced a change agent. A man on a mission to show the world that change is only a page-number-in-the-Ikea-catalogue away. Our entire campaign had that energy of change mixed with ample humour and a fresh voice. The launch film revolves around Ali, a slob who has his life transformed once he finds the IKEA Catalogue. We follow his journey as he becomes a guru of the catalogue, sought out by everyone from shepherds to diplomats, all wanting to know which page number holds the answer to their particular issues.
We then continued the idea on ground and online by solving people’s problems with different page numbers from the catalogue.
Describe the strategy
The IKEA catalogue is the ultimate self-help book. With this campaign we shared its powerful secret with the world. By changing their home environment, anyone anywhere can benefit from the power of positive thinking. They can stop worrying, start living, win friends, influence people and cope when someone else moves their cheese. And with all the sustainable living solutions in these pages, they can even create a new earth.
Describe the execution
The launch film revolves around Ali, a slob who has his life transformed once he finds the IKEA Catalogue. We follow his journey as he becomes a guru of the catalogue, sought out by everyone from shepherds to diplomats, all wanting to know which page number holds the answer to their particular issues. Stressed? Go to page 123. The right bedroom will help you sleep better and wake up more relaxed. Lonely? On page 100, you’ll find out how to make your home feel more welcoming and conducive to new relationships. We used the same format to speak to people online and on-air. We listened in on people’s problems on social media and offered solutions straight out of the book. We solved problems on the radio and we turned reviews of the book into ads.
List the results
Voted best Ikea Catalogue release campaign globally. 124% increase in sales vs year before. 111% increase in website traffic vs year before. 174% increase in number of online orders vs year before. 15% increase in store footfall vs year before.