The 2012 IKEA Catalogue – A roommate worth having
Agency: 303Lowe
Advertiser:IKEA WA & SA
Author: Al Taylor
Total Campaign Expenditure:$1 – 2 million
Strategic communications challenge
The IKEA catalogue is an institution. For IKEA, it sets the commercial tone for the whole year. It contains the key IKEA range of new and existing products, the prices (which are set for the entire year) and is distributed via letterbox drop to 100% of deliverable households in the metropolitan area in Perth and Adelaide over a two-week period in August. It is the cornerstone of IKEA's marketing...