ASIA-PACIFIC – SINGAPORE, OCTOBER 26, 2012 – Every year, home furnishing retailer Ikea distributes catalogues to thousands of homes all over the world. For its 2013 catalogue, Ikea posed a simple challenge to Leo Burnett: How to build anticipation for something that people are used to receiving?
For nine days in August, the creative team set up 2013 Ikea Catalogue Countdown Rooms in three stores in Singapore and Malaysia, which includes furniture from the 2013 catalogue forming numbers 9 to 0. But it goes beyond a mere countdown. Every day, the rooms featured different settings including the living room, kitchen, children’s room and bedroom.
The Countdown Room encouraged customers to engage in activities and games to win prizes and create #IkeaMoments. In the bedroom setup, local artists reminded Ikea fans of the moment they sang their first love song. In the children’s room, artist Denise Jillian Tan helped children bring their imagination to life on the room walls. Chefs Anis Nabilah and Mami shared their famous recipes in the kitchen.
Activities of the nine days from the three Ikea stores were streamed live to Ikea’s Facebook app. Ikea also encouraged fans to share their favorite events on Facebook and invited friends to do the same. Ikea made more than 20,000 new Facebook fans and 35,000 new stories, reaching 3.7 million people (2.7 million from Malaysia) via social media in Singapore and Malaysia. There were over 1,000 moments shared through pictures, videos and posts on social.
Client: Ikano Retail Asia
Brand: Ikea Creative agency: Leo Burnett Singapore
Senior art director: Shawnn Lai
Creative group head: Stephen Kyriakou
Art director: Linus Chen, Joshua Lim
Creative technologist: Martin Loo
Media agency: OMD
