Company: IKEA

Agencies: Bartle Bogle Hegarty, OMD Singapore, PHD Malaysia, Kindling Digital, Sparkline, L&L

Market(s): Singapore & Malaysia

Timing: September to October 2014

IKEA and their agency team nudged consumers to reengage with a good old print catalogue with a carefully timed spoof of the iPhone 6 launch.

BACKGROUND

The IKEA catalogue is the cornerstone of its business but the printed catalogue had become irrelevant in a digital world.

IKEA recruited BBH (creative agency since 2013), OMD and PHD (media), Kindling Media (Seeding), Sparkline (data analytics) and L&L (search and FB buying) in a combined effort to get people to re-engage with their physical copy of their 2015 catalogue.

How would they achieve this? Launch the IKEA catalogue by stealing category codes from their biggest competitor – technology.

THE IDEA

To rekindle a nostalgic love for the book, IKEA created a video that contrasted the catalogue against technology. The campaign was planned around hijacking the tech event of the year – iPhone 6 launch. The team seeded the video with tech influencers and reached out to the editors of global and local news outlets as part of their PR strategy. Digital advertising and paid search sustained the campaign.

THE PROCESS

The seemingly spontaneous idea was developed between IKEA and their creative agency, BBH five months prior to the campaign – proving that good creativity takes time.

This lead time and working process allowed the team to build up trust and overcome obstacles by solving problems together.

When the date of the iPhone launch was announced, the team brought the campaign forward by a week to launch it before Apple did. Approval processes on IKEA’s side were expedited. Seeding agency, Kindling Media as well as the PR team were also extremely reactive, which was important as distribution was critical to the campaign.

THE RESULTS

The bookbook video garnered 16.4 million views globally.

Despite a 50% budget decrease from 2013, IKEA saw significant sales increase in 2014. In

Singapore & Malaysia, IKEA achieved an 8% and 13% lift in same store sales YOY.