THE CHANGING CATALOGUE

TitleTHE CHANGING CATALOGUE
BrandIKEA ITALY
Category A09. Social Data
Product/ServiceCATALOGUE
Entrant STV DDB Milan, ITALY
Idea Creation STV DDB Milan, ITALY
Production WITHSTAND Milan, ITALY
Credits
Name Company Position
Luca Cortesini DDB Group Italy Executive Creative Director
Michelangelo Cianciosi DDB Group Italy Executive Creative Director
Matteo Pozzi DDB Group Italy Client Creative Director
Samantha Scaloni DDB Group Italy Client Creative Director
Pierpaolo Bivio DDB Group Italy Art Director
Camilla Nani DDB Group Italy Copywriter
Marco Flaviani DDB Group Italy Art Director
Alessandro Monestiroli DDB Group Italy Copywriter
Davide Bergna DDB Group Italy Team Account
Azzurra Ricevuti DDB Group Italy Team Account
Davide Ferazza Withstand Film Executive Producer
Sara Benvenuto Withstand Film Producer
Yuri Tartari Pucci Withstand Film Production Director
BOM BOM Director
Luca Costantini freelance DOP

The Campaign

What’s the best way to dissuade thousands of Italians from stealing the IKEA catalogue? Make it totally unappealing! And IKEA, for the first time in its history, does it with The Changing Catalogue: an absurd collection of fake covers designed to transform the catalogue into a magazine that nobody would ever steal. Horrible, boring and vaguely creepy, these covers are guaranteed to make every catalogue can feel safe and sound.

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 finished in a week!) and 50,000 covers sent directly to the homes of IKEA members, makes a total of 1,000,000 catalogues saved. 98% likeability. 30% awareness. +35% site traffic. +165% conversations around the IKEA catalogue than last year.

How to launch the new “We are meant to change” positioning in Italy, increasing the brand’s desirability and presenting the new collection? By using a bottom-up approach and listening careful to social channels, we found that as well as the famous pencil, there’s another IKEA cult object that people are literally prepared to steal to have: the IKA catalogue.

It may seem strange to people in other countries, but Italians are prepared to do anything to get their hands on a copy of the new IKEA catalogue. This shared fact in Italian culture is confirmed by continuous in-depth web monitoring. Through careful listening activities, we’ve found that almost 25% of online conversations about the release of the new IKEA catalogue contain ironic and intimate comments from users who confess with no particular sense of guilt to stealing catalogues from neighbours, colleagues and even their own family..