Task:
Inspire a wave of boundless change in peoples' homes by promoting the new IKEA catalogue.
Target:
People whose homes are in need of a change, big or small.
THE CREATIVE SOLUTION
The following 4 creations are examples of publication inserts
used to complement the press campaign and act as something of collector's item for IKEA fans:
The following is an example of the backside of the publication inserts:
As you can see, the back of the insert invites consumers to create their own IKEA secrets and post them on a new online IKEA micro-site called 'IKEA Secrets'. On this micro-site consumers will be able to browse other peoples' IKEA related secrets as well as post their own. The microsite will be updated twice weekly with consumers' secrets and serve as a reason for consumers to return to the site on a continual basis. The micro-site act as a special platform for IKEA to target consumers with specific products related to the products consumers feature in their secrets e.g. wardrobes etc.
