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2018 One Show - Social Media

The IKEA Human Catalogue

Agency BBH / Singapore

Client IKEA
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Annual ID

OS_SM18007G

About the Work

BACKGROUND: How do we create excitement about a catalogue that silently arrives in your mailbox once every year? IDEA: We got a human to memorise the entire IKEA Catalogue. This made the world interact with the catalogue in a whole new way. Everyone wanted to meet her, test her, pick up the catalogue and memorise some of the pages for themselves. On 6th Sep 2017, she was tested in front of thousands of screens on Facebook LIVE. Her story became our PR vehicle on the back of which, we made the catalogue famous. Results: This made headlines in 124 countries reaching over 73 million people. Earned media exceeded 5.7 million dollars giving the campaign an ROI of 1:18. But most importantly, it made a lot more people in the world pick up the catalogue and read it once again. Making a direct mailer relevant in 2018. Visit ikeahumancatalogue.com for more.