IKEA across the world launches the annual catalogue in September each year. In Australia the launch of the 2013 catalogue was promoted in an integrated campaign centred on the concept of New Year celebrations and resolutions. The launch of the catalogue is presented as a time of excitement, inspiration and a fresh approach. The campaign included a fireworks-filled television commercial, press and print work – including metro and community press, Adshels, bus backs and taxi backs, online, direct, social media and the IKEA website. In-store, the firework theme continues on price tags, point-of-sale and even the till receipt. The campaign went on to inspire “New Home Resolutions” from the pages of the 2013 catalogue, developed for in-store point-of-sale, and supported by four 15-second radio spots where people share their new home resolutions.
The IKEA New Year ad was developed at 303Lowe, Perth, by associate creative directors Richard Berney and Steve Straw, copywriter Emma Clowes, art directors Liam Riddler and Mike Sequueira, planner Alan Taylor, agency producers Philippa Groom and Chantelle Edwards, group business director Rene Migliore, business executive Erin Phillips, digital producer Michelle Vickerstaff, digital developer Ken Wu, art workers Phil Chapman and Helen King, working with IKEA marketing manager Nigel Richardson and advertising manager Natalie Chalmers.
Visual effects were produced at The Office of John Cheese by James Hawkes, Juan Zubiaga and Tony Bannan.
Sound was designed at Soundbyte by Brad Habib, with music by Nick Gallagher and Michael Fragomeni.