Ikea ‘rents space’ in consumers’ homes for its new catalogue
303 has created a campaign to promote the new Ikea catalogue.
The promotion is based on the premise that consumers will receive ‘monthly rent cheques’ to spend at the furniture retailer if they keep an Ikea catalogue in their homes.
http://youtu.be/2azp7d89fHI
Simon Langley, 303’s ECD said: “The Ikea catalogue is an institution. People anticipate its arrival, get excited about it, read it and then it put it on the shelf. We want it to have pride of place. But, with living costs increasing we figured it only fair that we (or IKEA) should pay our way. This led us to the idea of IKEA paying people to keep the catalogue in their homes by renting the space it occupies through monthly rent
cheques, redeemable in-store.”
Consumers can sign up at ikea.com.au, on Facebook or via mobile to receive their rent cheques.
Credits:
Executive Creative Director: Simon Langley
Associate Creative Director: Richard Berney
Senior Copywriter: Stu Turner
Senior Art Directors: Darren Borino, Mike Sequeira
Group Business Director: Jane Orchard
Business Manager: Kate Somerford
Technical Director: Aaron Collyer
Digital Producer: Michelle Bunday
Producer: Holly Kemp
Artworker: Helen King
Director: Rob Forsyth – Siamese
Producer: Francesca Hope – Siamese
IKEA Marketing Manager: Nigel Richardson
IKEA Advertising Manager: Natalie Chalmers
perhaps they could be clearer about the fact that the “rent cheque” is really just a discount when you spend money there. Not quite the same thing to me.
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Very cleaver concept
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the print execution was a bit wayward.
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You’re a very clever sausage Ann.
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IKEA & Bunnings…one could spend all day in them
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Great idear. I still have the catalogue from 2010 on the coffee table with other garden and decor magazines. So I can see how furniture, shelving etc is lay out and how I can transform my old home with new furntiure and bits and bobs
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my girlfriend collects them, she keeps every year catalogue, both the delivered on and like to pinch the yellow copy from the store
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How hasn’t another furniture brand soared like Ikea? Who would honestly go to Freedom v Ikea?
How about a Finnish Ikea brand called Kalut?
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I just want to say this is a great concept for a campaign and I love the idea
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