2015 IKEA Bookbook launch

This case study describes how IKEA, the homeware retailer, used a humorous video to reignite Singaporeans interest in its catalogue, resulting in increased buzz and sales uplift.

2015 IKEA Bookbook launch

Josie Khng

Campaign details

Brand owner: IKEALeading agency: Bartle Bogle HergartyBudget: 500k – 1 millionCountry: SingaporeIndustry: Furnishings and fittingsMedia: Newspapers; Online video; Outdoor, out-of-home; Public relations; Social media

Market background and cultural context

IKEA is one of the world's most popular furniture retailers and has been in Singapore for the past 36 years. The brand is well received within the market for its design, quality and affordability. Their brand ethos is 'creating a better everyday life for the many' and the IKEA catalogue is used...

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