IKEA asked us to launch the iPad version of the IKEA catalogue in Norway. The goal was to make the catalogue #1 in Apple's App Store, and create as much buzz as possible.The budget for this campaign was small, so we thought we´d better go for a big idea that could live a life of its own, and make people talk about it in social media. That´s when we started to think about what could be a useful add-on to the launch which eventually led to the Beröra campaign.Beröra is a sewing kit with a conductive thread to sew into, say, the index finger of your favourite gloves. This little operation will make your gloves and mittens work on a touch-screen - quite useful since it was in the middle of a freezing cold winter in Norway, when mittens should be kept on at all times.

The catalogue quickly became the most downloaded app in the App Store. The whole stock of 12,000 Beröra kits were ordered and shipped within 2 weeks. The campaign also quickly spread to social media and blogs and also got heavy coverage on sites like gizmodo.com (100m page views per month). The banner campaign achieved the highest click-rate of any digital campaign in Norwegian history. The Norwegian iPad version of the IKEA-Catalogue is currently the most downloaded in the world per capita.

We started by launching a banner campaign, telling people that the IKEA iPad catalogue is now ready for iPad. But are your mittens ready? People could then order the Beröra kit for free. The next thing to go live was a short animated instructional film using the well-known visual manner from IKEA's assembly manuals to show people how to make their mittens iPad-compatible. Finally we launched an outdoor campaign on digital boards featuring the animated instruction, with the same message as the banners.