Title | THE CHANGING CATALOGUE |
Brand | IKEA ITALY |
Product/Service | CATALOGUE |
Category |
B04. Use of Print |
Entrant
|
STV DDB Milan, ITALY
|
Idea Creation
|
STV DDB Milan, ITALY
|
Production
|
WITHSTAND Milan, ITALY
|
Credits
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 |
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 |
Marco Flaviani |
DDB Group Italy |
Art Director |
Alessandro Monestiroli |
DDB Group Italy |
Copywriter |
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.
Creative Execution
Launched on all the brand’s digital and social channels with an ironic and surreal video, the project involved not only IKEA fans and followers, but also customers and registered members. In fact, the release of the video was followed by a 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 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.
+35% site traffic.
+165% conversations about the IKEA catalogue.
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 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. And we’ve done it in a totally unconventional way, by camouflaging it. Hiding the object is how we’ve succeeded in demonstrating its value and of underscoring its appeal for over 1 million Italians, in an entertaining and ironic way.
Insights, Strategy and the Idea
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.