By using a bottom-up approach and listening careful to social channels, we found that Italians are literally prepared to steal to have one copy of the IKEA catalogue: they love it to the point that thousands of them, as soon as it comes out, swipe a copy from their neighbours, colleagues and family members. And what's the best way to dissuade someone from stealing something? By making it totally unappealing! That's why IKEA, for the first time in its history, disguise its catalogue and launch The Changing Catalogue: a quirky collection of fake covers designed to transform the IKEA catalogue into a magazine that nobody would ever steal. The collection of covers was printable, downloadable at IKEA.it and directly sent to over 50,000 IKEA members, as well as 100 of the top influencers and design bloggers in Italy.

Launched on all the brand's digital and social channels with an ironic and surreal video, the project with the 10 fake covers involved not only IKEA fans and followers, but also customers and registered members. In fact, the release of the video was followed by a direct mailing of the new disguised 2018 catalogue directly to the homes of 50,000 registered IKEA members and to 100 of the top influencers and design bloggers in Italy, the creation on the brand's official website of a tool to allow users to download and print their favourite covers in the comfort of their own homes, and the organisation of a series of events in the brand's 21 Italian stores to distribute over 360,000 covers to customers.

Over 625,000 covers downloaded and printed on the brand's official website, which added to over 362,000 covers handed out to customers in stores (and sold out in a week!) and 50,000 covers sent directly to the homes of IKEA members, makes a total of 1,000,000 catalogues saved.

And still: +165% conversations about the IKEA catalogue, +35% site traffic, 30% awareness, 98% likeability.

Articles and mentions on Italian and international websites and in magazines about design, but not only design: from Adweek to Vanity Fair, via Fubiz, DesignTAXI, Not Cot and Wired.

For the first time, the IKEA catalogue hasn't been used as a straightforward product showcase, but as a way of further increasing brand desirability and awareness. After launching a video on SN's that engaged with followers, inviting them to get the covers, IKEA activated other direct channels too. It sent the new disguised catalogue directly to 50,000 registered members and a special DM to 100 of the italian top influencers and design bloggers. It distributed over 362,000 covers in its 21 Italian stores. It created a web tool to let its users download and print each cover.

To welcome in the new Italian positioning of "We are meant to change", and at the same time to increase the brand's desirability for the launch of the catalogue and the new IKEA collection, we embarked on intensive listening activities that revealed an exquisitely Italian reality: for Italians, the IKEA catalogue is a true object of desire. It is so well loved, anxiously waited for and ardently desired that 25% of users who talk about it on social networks say they steal a copy from their neighbours, colleagues and family members. This is the origin of The Changing Catalogue: the most direct and ironic creative response to an exquisitely Italian fact. The target is represented by the wide IKEA customers: everyone who receives either the physical version or the digital one, spread around all Italian country.

With over 210 million copies printed each year, the IKEA catalogue is the world's most popular and widely distributed publication. Particularly in Italy, where the release of each new edition is always regarded as an extraordinary event and the publication itself is seen as more than just a catalogue, becoming a true object of desire. So, how to launch in Italy the 2017 IKEA catalogue underlining its profile as a real cult?