IKEA Promo, Case study THE PEOPLE'S CATALOGUE by PR-Operatørene, Screenplay

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THE PEOPLE'S CATALOGUE

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Norway
Agency PR-Operatørene
Agency Screenplay
Creative Director Aina L.l. Kristensen
Copywriter Frode Aga
Released July 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: IKEA NORWAY
Product/Service: IKEA CATALOGUE LAUNCH
Agency: PR-OPERATØRENE
Agency: SCREENPLAY
Managing Director: Tonje Haugsgjerd Allern (PR-Operatørene)
Creative Director: Aina L. Kristensen (PR-Operatørene)
Project Manager: Hanne Kjærnes (PR-Operatørene)
Consultant: Sindre Holme (PR-Operatørene)
Consultant: Ellen A. Vold (PR-Operatørene)
Consultant: Thomas Olsson (PR-Operatørene)
Copywriter: Frode Aga (PR-Operatørene)
Media placement: Press Invitation - Save The Date - Interior Journalists - 7. July
Media placement: News Letter IKEA Family - IKEA Family Members - 25. July
Media placement: Facebook App - Facebook - 25. July
Media placement: Exclusive Pitch - New Collection Of Fabrics In The Catalogue - Bo Bedre - July
Media placement: Exclusive Pitch - News In The Catalogue - Bonytt - July
Media placement: Press Release - Trends And Themes In The IKEA Catalogue - Interior Magazines - July
Media placement: Press Release - Launch Of IKEA Catalogue - National/regional/local Newspapers, Online Media - 12. August
Media placement: Exclusive Pitch - Focus On Quantitative Insight From IKEA - ANB (News Wire) - 1. September
Media placement: Exclusive Pitch - Focus On Quantitative Insight From IKEA - OBOS Magazine - 10. September
Media placement: Press Release - Focus On Curios Insight From IKEA - National/regiona/local Newspapers, Online Media - 12. September

Summary of the Campaign
IKEA Norway wanted the 2012 catalogue launch to last longer than the usual 1-day-launch, and wanted to involve the many people, their homes and learn more about how important our homes are to us. They wanted to engage more people, and strengthen their position as the leading home furnishing company in Norway. The solution was the People's IKEA catalogue with pictures from Norwegian homes and interviews of Norwegian families, as well as the launch of the traditional catalogue in 50 homes, making the launch unique and authentic.

In addition, a press event was held in a typically Norwegian home, where the family told more about their everyday life. Pictures and content to People's IKEA catalogue were gathered through a Facebook app and through home visits in different parts of Norway by a journalist and a photographer. The campaign engaged tens of thousands of people, both personally and virally, and over 30 influential interior journalists attended the press launch. The People's IKEA catalogue was launched at an event in October, engaging many journalist, opinion leaders and bloggers.

The Situation
IKEA's Norwegian catalogue launch is a major annual media event usually confined to only 1 day marked by a closed press event. This year IKEA wanted it to last and to involve the many people and their homes, delving deeper into how important home is to all of us. IKEA wanted to show that they have the solutions, but it's the people at home that see the opportunities.

The Goal
IKEA wanted to strengthen their position as Norway's leading home furnishing company and create a long-term communication arena to engage everyone. The launch should be unique, authentic, with IKEA as a clear source, and have great viral potential. We wanted a 10% Facebook increase and 25 interior journalists to cover the launch. Their main target audience was women.

The Strategy
To involve people we decided to take IKEA home to them, and meet people where they spend a lot of time: at home. We'd launch the 2012 catalogue in their homes, plus make a separate People's IKEA Catalogue, which would show that IKEA have the solutions - people at home see the possibilities. We gathered information on people's relationship to their home to help shape this year's catalogue as well as The People's IKEA Catalogue, which would feature real homes from across Norway.

A journalist and photographer visited 15 Norwegian homes and documented it to the catalogue. We wanted to go viral, and decided that Facebook would be the best tool to use as a platform, and asked IKEA's large and loyal Facebook audience to share details from their own homes to People's IKEA catalogue.

Execution
We started gathering quantitative data in June 2011. At the end of July 2011, the Facebook app went live. The app allowed users to see how their own living room would look on the front page of the IKEA catalogue. 15 families were recruited for the visits from the journalist and the photographer, in the cities where IKEA is situated: Trondheim, Bergen, Stavanger, Kristiansand and Oslo.

In IKEA's newsletter we invited people to have catalogue launches in their own homes. Some 1,500 applicants applied to host launchess. In the end 50 homes across Norway hosted launch parties, with a main event in Oslo attended by interior journalists who saw what real people want their homes to be and how IKEA can help them achieve it. The People's IKEA was launched in October, and mails with URLs leading directly to your picture were sent directly to all those whose picture was chosen.

Documented Results
Some 40,000 people visited IKEA's app on Facebook and more than 500 pictures of people's homes were uploaded there. The Facebook group saw a 10% increase during the campaign. 81% were women, IKEA's main target group.

30 interior journalists attended a press launch of the catalogue, so far resulting in nearly 40 media stories and 40 bloggers have covered the catalogue or the People's IKEA Catalogue.

A qualitative survey of host homes and interior journalists showed all respondents felt this year's catalogue launch was different, unique and relevant to IKEA.

Pictures from the Facebook app, the results of the reporters' visits in Norwegian homes and quantitative research resulted in The People's IKEA catalogue, which was reviewed in Norway's 2nd largest newspaper (in the same manner as a book) and blogged about on over 30 blogs.