Source: AdAge
IKEA this year will mail out fewer catalogs to consumers, and some of the savings have been put to good use with a charming new TV ad that was launched ahead of the new catalogue. But the ad is not all, in order to “remedy” fewer catalogues, the Swedish retailer is conducting live catalog pop-up shops in New York City and Chicago.
“We’re sharing content in new ways because consumers are consuming content in new ways,” said Kendra Ferguson, media project manager for Ikea North America. “We’re doing more digital and having experiences so people can interact with us more.”
Later this year, Ikea will also feature giant pop-up catalogs, sized 10 feet by 10 feet, in some urban areas. Billboards in high-profile areas such as New York’s Times Square will feature a digital rendering that turns 2D catalog pages into animations created by Vidmob.
Ferguson noted that while the furniture chain is spending less on catalog mailings (50 percent fewer this year) it has redirected that money in the new campaign so that year-over-year spending is the same.
Part of that spending went to the new spot with a very simple Mozart rendering, focused on “me, and we” and the message that there’s place for both when you find the right balance. As for the insight for this campaign, Ferguson said Ikea has studies that show 42 percent of consumers find it hard to find a space of their own when sharing a home.
