2018 Brand Experience & Activation


Product/Service2019 IKEA CATALOGUE
Category E01. Launch / Re-launch
Entrant STV DDB Milan, ITALY
Idea Creation STV DDB Milan, ITALY
Production DADOMANI Milan, ITALY
Name Company Position
Luca Cortesini DDB Group Italy Executive Creative Director
Gabriele Caeti 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
Luca Diotti DDB Group Italy Art Director
Camilla Nani DDB Group Italy Copywriter
Davide Bergna DDB Group Italy Account Director
Azzurra Ricevuti DDB Group Italy Account Manager

Why is this work relevant for Brand Experience & Activation ?

This work is highly relevant for the Brand Experience & Activation category because it activated over 1 million people through many touch points -both digital and physical-, to share and connect with the brand. Consumers went completely nus for the new, limited edition pencil and tried everything to interact with the brand in order to get their hands on it. And the new IKEA Catalogue, obviously.


The annual release of the IKEA catalogue is the brand’s most important moment of the year. With its 300 pages full of products and ideas, this world-renowned interior bible serves as a true inspiration guide for consumers and comes with plenty to choose from. Whenever it comes out, in fact, people start rethinking everything like crazy: from the color of the new duvet covers they really desire to the pattern of the 24th handwoven basket they need in the house. That’s why we’ve thought of something to help people with their constant changes of mind.

Describe the creative idea

The IKEA Catalogue is a key driver for sales and change in consumers’ home. And whenever a new edition is released, people start changing their minds over and over again. To facilitate them, we revolutionized a timeless, deeply loved brand icon, the IKEA pencil, adding a tiny, blue rubber to it. Our special IKEA pencil, equipped with an eraser for the first time in history, was a real enabler of change. Thanks to our revolutionary idea, every consumers’ idea and solution could be written and changed. And changed. And changed.

Describe the strategy

Changing our mind is part of being human. This insight fits perfectly with the choices you deal with during your Ikea experience (both online and offline). And while you read every new catalogue. In fact the brand’s bible is the main source of inspiration for people, containing even more ideas than products, letting you think and rethink about your home innovations. Ikea spoke to “many individuals”: everyone who looks for everyday life ideas and home inspiration; and approached them through a small but revolutionary change: adding a rubber to the famous Ikea pencil. Over the last years, millions of tiny wood pencils have been stolen from Ikea stores. It is one of the brand’s iconic elements who everyone recognizes e connects directly to the IKEA. Trough this simple but effective idea, people were able to really experience the “ever-changing attitude” of IKEA’s Italian positioning: “We are meant to change”.

Describe the execution

The launch of the IKEA catalogue was mid-august 2018. Specifically, the campaign aired from 13th August on social media with a dedicated video that introduced the novelty of the eraser. That was the turning point of an integrated cross-media campaign that involved digital influencer and PR. The new IKEA pencil took over stores with an always increasing diffusion as consumer request grown. From late August, an extended outdoor media planification was planned all around the country, with special pencil distribution billboards. Milan was the heart of an even deeper amplification with unbranded guerrilla development, dedicated special outdoors.

List the results

26.000.000 total reach 900.000 pencils distributed +200% instore traffic +240% catalogue social rate 410.000 social reach