ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2022 ONE Asia - Direct Marketing

DOLLAR CATALOGUE

Agency Ogilvy Taiwan / Taipei

Client IKEA
BACK TO RESULTS

Annual ID

OA22_DM004B

Description

70% of Taiwanese mistakenly believed that since IKEA is imported, it must be expensive. And with the added economic impact of Covid-19, we needed to elevate people’s willingness to shop, by combing through IKEA’s 8,500 furniture and furnishing products, finding the super affordable items, and throwing them into the limelight. Breaking from IKEA’s custom of categorizing products according to the different rooms of the home, we launched the history’s first electronic catalogue sorted according to price, the “IKEA Dollar Catalogue”: 100 items, 100 pages, 100 prices, ranging from 1 to 100 Taiwan dollars. The page number equaled the product price. By sorting out these low-priced products for consumers, we changed the order in which they received information, and we sped up the buying process. Using a more intuitive UX/UI experience, we created a more direct connection. In less than two weeks, the IKEA Dollar Catalogue had over 10 million page views. The web page’s bounce rate was only 58.2% of that for the whole website. It scored 21 million impressions. And most importantly, it achieved an eCommerce conversion rate of 264%. As we optimized the purchasing process, people witnessed IKEA’s amazingly low prices, and what followed was brisk business.

2022 Awards

Total Points: 6

Bronze Award

Credits

Agency

Ogilvy Taiwan / Taipei

Art Director

Yoyo Hsu

Writer

Ria Chien

Chief Creative Officer

Giant Kung

Creative Director

Lisa Hsu

Account Executive

Ting Yuan

Account Manager

Shawn Hung

Associate Strategy Director

Fei Chang

Chief Strategy Officer

Amy Shih

Deputy General Manager

Ella Hsu

Group Account Director

Joy Huang

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