Case Study: Leo Burnett countdown the launch of the IKEA catalogue in Singapore & Malaysia

IKEA 2013 Catalogue Countdown - Spatial Design.jpgTo get people in Singapore and Malaysia excited about the arrival of the 2013 IKEA catalogue, Leo Burnett Asia Pacific created a unique IKEA countdown.

The 2013 IKEA Catalogue Countdown Room is a room in which furniture from the new IKEA Catalogue was used to form the numbers of the countdown - from 9, to 0.


But this countdown was not just about numbers. It was a nine-day event in three IKEA stores across Singapore and Malaysia designed to inspire moments around the new items in the IKEA catalogue. Beyond the numbered arrangement to reflect the countdown day, the countdown room also took on the designs for core areas of the home including 'Living Room', 'Kitchen', 'Children's room', 'Bedroom'.
The countdown room became an online television channel, where the activities of the nine days from all three IKEA stores across Singapore and Malaysia were streamed live to IKEA's Facebook app.

In the 'bedroom', local artists such as Jai reminded IKEA fans of the moment they sang their first love song.

The 'children's room' was highlighted by stories and learning which saw artist Denise Jillian Tan helping to bring children's imagination to life on the room walls.

Cooking up a storm in the 'kitchen', renowned chefs including Anis Nabilah and 'Mami' shared their famous recipes while 'chefs' who can't cook, made sweet, succulent music with IKEA kitchen products.

Finally, the 'living room' was home to family fun such as karaoke with local talents Jack and Rai.

Fans also shared their favourite events on Facebook and invited their friends to do the same. Highlights of these events, as well as the most engaging moments of each day, were added to YouTube.

IKEA fans' most priceless IKEA moments were also shared at home via the Facebook app or IKEA's mobile site - which were collated as #IKEAMOMENTS. Everyone who shared an IKEA moment stood a chance to win the IKEA room (bedroom, children's room, kitchen and living room) that the 'moment' was tagged to. Separately, the moments also inspired a stream of #IKEAMOMENS tweets from fans on Twitter.

"The Catalogue campaign is the biggest campaign of the year for IKEA with new products and new inspirational ideas to share with the many people. This year, we also launched our brand campaign "Welcome Home" at the same time. The positive results from the Catalogue Campaign are a testimony that we are off to a good start in consumer engagement by being surprising and relevant in the way we deliver our messaging," Irene Lau, Regional Marketing Manager, Ikano Retail Asia.
Credits - Chief Creative Officer: Ted Lim. Senior Art Director: Shawnn Lai. Creative Group Head: Stephen Kyriakou. Art Directors: Linus Chen, Joshua Lim. Creative Technologist: Martin Loo. Planner: Shailesh Iyer. Account Management: Asuka Yokota, Kelly Leong. Media agency: OMD. Media Planner: Jean Lee, Sarah Chen, Debbie Teo.

IKEA 2013 Catalogue Countdown-Direct & Integrated.jpg

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