The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing

Dollar Catalogue

Agency Ogilvy Taiwan / Taipei

Client IKEA


Digital & Online / Ecommerce

Annual ID


About the Work

Background: 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. Idea: 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. Besides the catalogue, we extended the idea to a video, counting off seconds that equaled the product prices, and to the stairs of an underground parking garage, where a product price appeared on each step. It all fully reflected the brand spirit: “Affordable Makes Wonderful.” Results: 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: 3




Ogilvy Taiwan / Taipei

Art Director

Yoyo Hsu


Ria Chien

Chief Creative Officer

Giant Kung

Creative Director

Lisa Hsu

Account Executive

Ting Yuan

Account Manager

Charles Huang

Associate Planning Director

Fei Chang

Business Director

Ella Hsu

Chief Strategy Officer

Amy Shih

Group Account Director

Joy Huang


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