The IKEA catalogue is an institution. People anticipate its arrival, get excited about it, read it and then often throw it away. IKEA in Western Australia and South Australia worked with 303Lowe to find a way for the catalogue to stay in the home and have pride of place. With living costs increasing, they figured it only fair that IKEA should pay rent for the space it occupies, through monthly rent cheques redeemable in-store. The Rent project was awarded a Yellow Pencil at the 2012 D&AD Awards.
Click on the image below to play the case study video in YouTube (HD)
Credits
The Rent Direct campaign was developed at 303Lowe by executive creative director Simon Langley, associate creative director Richard Berney, art directors Darren Borrino and Michael Sequeira, copywriters Stuart Turner and Dav Tabeshfar, head of digital Nic Chamberlain, and agency producer Holly Kemp.
Pingback: D&Ad Yellow Pencils 2012 | The Inspiration Room
I like how it’s an Australian ad, but they got someone with a Swedish accent to play the role of the catalogue in the radio ad.
Pingback: Ikea Pays Rent on Portion of Your Home Its Catalog Occupies | Indoor Digital Billboards
Pingback: IKEA to start paying people for keeping catalogs in their homes | Death and Taxes
Pingback: IKEA, Space for Rent: ‘제품 카달로그’를 통한 새로운 접근 | lounge at mars
Pingback: IKEA Catalogue Space Rent « Pickadolla
Pingback: 【案例】澳大利亚宜家营销创意：目录待在你家，宜家付“房租” | 吃杂烩
Pingback: » 【案例】澳大利亚宜家营销创意：目录待在你家，宜家付“房租”
Pingback: ADMA Awards 2012 | The Inspiration Room
Pingback: Clever marketing. Clever IKEA | The creative control freak