Over the years, IKEA has always tried to create buzz around the launch of its print catalogue. Our brief? Come up with something no one had ever thought of before. Because the annual release of the IKEA catalogue is the brand’s most important, exciting moment of the year. With its 300 pages full of products and ideas, this world-renowned interior bible serves as a true inspiration guide for consumers and comes with plenty to choose from. In fact, whenever it comes out, people start rethinking everything like crazy: from the color of the new duvet covers they really desire to the pattern of the 24th handwoven basket they necessarily need in the house. Because, as our positioning states: “We are meant to change”. And that’s why, for the Italian launch of the 2018 catalogue, we’ve thought of something to help people with their constant changes of mind.

The IKEA Catalogue is a key-driver for sales and change in consumers’ home. And whenever a new edition is released, people start changing their minds over and over again. To facilitate them, we revolutionized a timeless, deeply loved brand icon, the IKEA pencil, adding a tiny, blue rubber to it. Our special IKEA pencil, equipped with an eraser for the very first time in history, was a real enabler of change. Thanks to our revolutionary idea, every consumers’ idea and solution could be written and changed. And changed. And changed.

Changing our mind is part of being human. This insight fits perfectly with the choices you deal with during your IKEA experience. And while you read every new catalogue. In fact the brand’s bible is the main source of inspiration for people, letting you think and rethink about your home renovations. And that’s why we knew that by just adding a tiny blue rubber to the brand’s icon, in order to facilitate people’s ever-changing minds, the public would not only respond well to the big news. We knew they would absolutely love it. So, IKEA made special billboards, where our target -the many people- started to interact with the new revolutionary idea outside the shopping experience; then activations in store, which dealt with different aspects of people’s “ever-changing ideas” (from furnishing to restaurants, the revolutionary pencil explores many sides of “change”).

We started with a timeless icon: the IKEA pencil. An object that resumes everything IKEA is about, because -in its puzzling simplicity- it empowers people to take action. And that is the belief upon which is built the IKEA philosophy. Because it’s thanks to the big part people play, that the brand is able to provide great quality furniture with great looking design at an affordable price. To launch the 2018 IKEA catalogue, we thought of a special version of the brand’s icon: our wooden pencil was equipped with a rubber for the first time in the history of the brand.

The release of the video launch was followed by a direct mailing of the new 2019 catalogue accompanied by our special pencil. This was sent to 100 of the top influencers and bloggers in Italy, for a total amount of over 1 million pencils distributed.

26.000.000 total reach

+1M pencils distributed

+200% instore traffic

+240% catalogue social rate

410.000 social reach