IKEA Singapore
Catalogue Countdown Room
Background
The IKEA catalogue is not just any other catalogue. Launched every year and distributed to almost every home in the world, it's one book that doesn’t need any introduction. When IKEA tasked us with launching their 2013 IKEA catalogue in Singapore and Malaysia, the problem was simple. How do you make people excited for something they know they get every year anyway?
Strategy
Build anticipation to the arrival of the IKEA catalogue by featuring a sneak peek of the new furniture via Facebook Live Stream.
Creative
We created the IKEA Catalogue Countdown Room. A room at the IKEA store in which the interior was made up of products from the upcoming launch, each designed to form a number. For 10 days leading up to the official launch of the catalogue, we created 10 different room designs for each number of the countdown. The rooms was also home to over 50 live-streamed events designed to create moments that were inspired by the catalogue's new furniture, turning IKEA's Facebook page into an interactive TV channel. From cooking shows in the kitchen to sing-along sessions in the bedroom, we turned IKEA's Facebook page into an interactive TV channel.
Working with the IKEA designers, we designed 10 different rooms from living rooms, bedrooms, playrooms for kids and kitchens.
The result was IKEA Singapore's most successful social media and activation campaign ever - generating over 20,000 new Facebook fans, 35,000 new stories and reaching over 3.7 million IKEA fans.
The result was IKEA Singapore's most successful social media and activation campaign ever - generating over 20,000 new Facebook fans, 35,000 new stories and reaching over 3.7 million IKEA fans.
