The Catalogue, IKEA’s main marketing tool for decades was in its 67th year of publication. The brief, like every year, was to get people excited about the 2018 IKEA Catalogue. Except for a few new products and a couple of designer collaborations, there wasn’t much that was new about the 2018 IKEA catalogue. Just telling people that there was a new IKEA catalogue wasn’t going to be enough. We had to find fresh new ways to make noise about a silent little direct mailer that arrives in your mailbox.

It all started with an experiment: to challenge someone to memorise the entire 2018 IKEA catalogue. 4818 products. 328 pages. One incredible story.

She became the living, breathing catalogue for all practical purpose.

She was in our advertising and branded content. She was at all the Catalogue press launches in South-east Asia. Through earned media she became the face of the IKEA catalogue on TV, radio, newspapers, and social media.

Was that even humanly possible? The answer to that question became the premise of our launch film. Where Yanjaa was tested in front of IKEA experts. From reporters to influencers to consumers, everyone who heard about the story was curious to know more. To meet her, test her, pick up the catalogue and try it for themselves. On 6th Sep 2017, the IKEA Human Catalogue went on Facebook LIVE and was tested by a LIVE audience in front of thousands.