IKEA 2012 Catalogue: A roommate worth having

This campaign for IKEA, which ran in western and southern Australia, aimed to reverse the IKEA Catalogue's declining recall, generate awareness and inspire people to keep it around their homes for a full year.

IKEA 2012 Catalogue: A roommate worth having

303Lowe Subiaco

Advertiser: IKEABrand: IKEA 2012 CatalogueCountry: Australia

Objectives

The IKEA catalogue

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 program. It is the distillation of the...

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