Inverted access into magazines provided the possibility of transforming a high reach magazine into an Ikea catalogue.

The magazine’s last pages were turned into IKEA’s “catalogue cover”, followed by 2-4 pages of the catalogue. This was executed by laying out full page insertions that appeared like those of the IKEA catalogue.The readers got the feeling that they were sneaking into the secret box which made them even more eagerly about the new catalogue.

Phone lines ran hot after we ran this insertion with enquiries about the catalogue’s arrival which proved the high impact of this media first. The print execution added an emotional kick to the overall IKEA campaign that ran parallel in OOH.