How we created the first catalogue that could walk, talk and charm Steve Harvey.

Context:
The Catalogue, IKEA's main marketing tool for decades was in its 67th year of publication. The brief, like every year, was to get people excited about the 2018 catalogue. We had to find fresh new ways to make noise about a silent little direct mailer that arrives in your mailbox.  

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The idea: 
To convince the world that this was IKEA's most memorable catalogue yet, we found one amazing person who could prove that. 

We challenged world memory champion, Yanjaa Wintersoul, to memorise the entire catalogue. 4818 products. 328 pages. One incredible story. 

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She was in our advertising and branded content. At all the Catalogue press launches in Southeast Asia. Through earned media, she became the face of the IKEA Catalogue on TV, radio, newspapers and social media. 

 

Results: 
73M people reached. | $5.7M in earned media. | 1:18 Campaign ROI.