A national outdoor campaign, the largest in IKEA Canada’s history, was created featuring our tabs on billboards and transit shelter ads. The tabs also took over transit stations, and showed up in unexpected, high traffic places that could use some inspiration.

We also created a booklet of custom tabs for people to mark their catalogue when they saw something inspirational. The booklet was given away with the catalogue as well as in commuter papers across the country. In addition, the campaign was supported in newspaper and online.

The campaign was a success with an 11% increase in sales during the same period versus the previous year. And a 20% increase in visits to their site, making it the single biggest week of visits. In addition, during the week of the launch, downloads of the Catalogue App in Canada accounted for 25% of total Global catalogue app downloads. All this making it IKEA Canada’s most successful catalogue drop ever!