Title	THE CHANGING CATALOGUE
Brand	IKEA ITALY
Product/Service	CATALOGUE
Category	A04. Retail, e-Commerce, Restaurants & Fast Food Chains
Entrant	STV DDB Milan, ITALY
Idea Creation	STV DDB Milan, ITALY
Production	WITHSTAND Milan, ITALY

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
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The campaign activated users right from the outset with a launch video inviting them to ask for a copy of the new 2018 catalogue with their favourite cover and having it sent to their own home, collecting it from one of the brand’s 21 stores in Italy during a series of events, or downloading it from the IKEA.it website using a special tool. 70% of customers and registered members who received the covers posted selfies and photos of the absurd magazines.

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.