IKEA Rents Out Domestic Space For Smart Catalogue Campaign

IKEA has a track record of thinking outside the (flatpack assembled) box when it comes to advertising and this campaign, based in Australia, is another example of the brand doing something different to get their message out there. Noticing that the majority of consumers discard their catalogue shortly after receiving it, they needed a way to make sure that they would stay in their homes for longer as that would mean more sales.

What they did was ingenious, IKEA advertised that they wanted to rent out space in people’s homes, but this wasn’t for furniture but instead for their 224 x 192 mm catalogue.  Advertising the idea over numerous different mediums, many people took IKEA up on the offer and because they were renting the space, IKEA would pay the house owner monthly rent for the space it occupied. These cheques were then redeemable in any IKEA store which meant that people would go into the store and purchase goods.

Overall, as $2 million in rent cheques were mailed out, it meant that $14 million in revenue was generated and sales during the first week of the campaign increasing by 59 per cent. The campaign was created by 303 Group, based in both Sydney and Perth, and the case study can be found in the video below.

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