Idea:The first catalogue that pays you rent for being in your home.Consumers could simply register their 2012 catalogue for ‘rent’. Once registered they were sent monthly ‘rent cheques’ redeemable in-store, making the catalogue an important part of their homes every month.It was a simple and powerful promotion. One that allowed us to engage with participating IKEA customers regularly, even after the catalogue launch period was over.Media used:Mass media was used to launch the catalogue and tell everyone about the promotion. Then the power of digital and social media was harnessed to encourage them to participate, and to continue to build momentum throughout the duration of the campaign.The IKEA ‘rent’ campaign was fully integrated and launched across TV, print, outdoor, in-store, radio, online, PR, mobile and social media.

* Visits to IKEA.com.au - up 30% setting a new record.* During the first week, Perth sales went up 59%* 50,000 sign ups in the first 3 weeks* Store visits increased 9.8% in the 8 weeks after launch* Rent cheques to the value of $2million have been mailed* Total sales have risen by 10% from the previous year* 6.8% of households have signed up for Rent* So far IKEA have Rented 5km squared of space in Australia