The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Digital & Online / Ecommerce
Annual ID
OS22_DM073M
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
Merit
Credits
Agency
Ogilvy Taiwan / Taipei
Art Director
Yoyo Hsu
Copywriter
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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