IKEA Print MARKING INSPIRATION by Leo Burnett Toronto

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MARKING INSPIRATION

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Industry Department Stores & Shopping Malls
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Art Director David Federico, Mike Cook
Copywriter Morgan Kurchak, Stephen Stahl
Producer Anne Peck
Account Supervisor Kirk Round
Released February 2012

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: IKEA
Product/Service: IKEA CATALOGUE
Agency: LEO BURNETT TORONTO
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Directors: David Federico/Morgan Kurchak (Leo Burnett/Toronto)
Copywriter: Morgan Kurchak/Stephen Stahl (Leo Burnett/Toronto)
Art Director: David Federico/Mike Cook (Leo Burnett/Toronto)
Producer: Anne Peck (Leo Burnett/Toronto)
Art Buyer: Leila Courey (Leo Burnett/Toronto)
Group Account Director: David Kennedy (Leo Burnett/Toronto)
Account Director: Jennifer Kelly (Leo Burnett/Toronto)
Account Supervisor: Kirk Round (Leo Burnett/Toronto)
Account Executive: Danielle Iozzo (Leo Burnett/Toronto)
Planner: Dustin Rideout (Leo Burnett/Toronto)
Project Manager: Lyndsay Cattermole (Leo Burnett/Toronto)
Media placement: N/a - N/a - N/a

Describe the objective of the promotion.
For many, the annual release of the IKEA catalogue is a much anticipated event. Once the holy grail of consumer catalogues, the yearly launch had lost some steam because of an influx of other Home Furnishing Retailer’s catalogues and the proliferation of Home Décor resources on line.
So IKEA decided it was time to reinvest in supporting the launch of the Catalogue and challenged the agency with the task of re-igniting Canadian’s anticipation and excitement for its annual arrival.

Describe how the promotion developed from concept to implementation.
A national outdoor campaign, the largest in IKEA Canada’s history, was created featuring our tabs on billboards and transit shelter ads. The tabs also took over transit stations, and showed up in unexpected, high traffic places that could use some inspiration.
We also created a booklet of custom tabs for people to mark their catalogue when they saw something inspirational. The booklet was given away with the catalogue as well as in commuter papers across the country. In addition, the campaign was supported in newspaper and online

Explain why the method of promotion was most relevant to the product or service.
We used a very specific insight into our targets behaviour, magazine perusing, to launch the 2012 IKEA catalogue. When people look through magazine they tab and mark the pages of the things they love in with post-its and sticky tabs. So, we turned those into the icon for our campaign: inspiration tabs.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was a success with an 11% increase in sales during the same period versus the previous year. And a 20% increase in visits to their site, making it the single biggest week of visits. In addition, during the week of the launch, downloads of the Catalogue App in Canada accounted for 25% of total Global catalogue app downloads. All this making it IKEA Canada’s most successful catalogue drop ever!