IKEA Taiwan: IKEA Dollar Catalogue

Fei-Wen Chang

IKEA, a home furnishing brand, launched a campaign in Taiwan to shift brand perception, repurpose its sales model for the new reality and drive sales.

Campaign details

Brand: IKEABrand owner: IKEAEntrant company: Ogilvy Taipei CityIdea creation: Ogilvy Taipei CityMarket: TaiwanSector: Furniture & furnishings retailMedia channels: Online video, Outdoor, Out-of-home, Social mediaBudget: Up to 500k

Executive summary

What do you do if you’ve spent 80 years fine-tuning a sales model, leveraging the best of catalogue and physical retail marketing to sell a lifestyle dream, inspire homemakers to upgrade their big-ticket furniture, and effortlessly upsell low-price but high-margin accessories – only to suddenly find people unable to visit stores anymore, and feeling too economically...

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