#apartIKEA - “The Rented Apartment” Experiment
IKEA Catalogue is IKEA`s main marketing tool, the cornerstone of the IKEA concept & the most popular book after the Bible. Every summer, the IKEA catalog knocks on millions of doors worldwide! The catalog is printed in more than 210 million copies, 43 countries & 29 languages & brings a fresh perspective on home furnishing through a different theme each year. The catalog launch is the biggest event of the year and its theme becomes the main concept for all marketing activities. Our challenge: announce the launch in a fresh & relevant way to make people excited about it each time!
|Strategy:||This is the launch of the 2013 IKEA catalog. It was a daring Social Media experiment, a first in Romania. The theme: Bring new life to your home became a living proof of how one can make big changes with little efforts. Research showed that customers preferred easy solutions when making changes at home. But, most of them didn’t know how to do it. Strategy: prove that the catalog is the expression of people’s expectations for bringing new life at home with easy change! How? By renting an apartment and challenging bloggers (not interior design experts) to turn a house into a home. In one week each.|