Advertiser: Ikea Switzerland
Agency: Wirz/BBDO
Country: Switzerland

Objectives

Since the catalog drop is an recurring element in IKEA’s market communication, the creative objective was to find a new inspiring approach to the topic, with a maximum effect in terms of public and media attention, coverage and multiplication. Therefore we had to translate our annual catalog drop into something new, to craft an surprising idea that suits to the brand while breaking with conventional advertising methods. An idea, that is worth to be shared – precisely for this reason.

Strategy

The young IKEA public is digitally literate, open-minded, and curious. Most of their media consumption takes place online - YouTube, Facebook Livestream, Twitter. They like being inspired: on design and lifestyle blogs, Instagram, Pinterest. Good ideas are honored and shared, less good ones mercilessly ignored or even dissed. The multipliers we focused on were in high-quality, German-speaking media – journalists, editors, bloggers and opinion leaders.