For 38 years, the delivery of the IKEA catalogue to Canadian homes was a much-anticipated event. But while people still expected to get the catalogue, excitement had dwindled. IKEA knew the catalogue had to do more than drive people into store, it had to build brand values.
Outdoor and digital positioned the catalogue as ‘The Most Helpful Book In The World’. But IKEA wanted people to see it as more than a catalogue. So they door dropped ‘The Most Helpful Measuring Tape In The World’ with the book. The tape had relevant messages printed on it, encouraging home-owners to start measuring up for their new furniture.
The idea helped contribute to a highly successful campaign which saw sales increase by a whopping 13.5% when compared to the previous year (almost 11% higher than the planned sales goal).
Source: IKEA - Direct New Ideas
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