THE IKEA HUMAN CATALOGUE

Bronze Spike

Case Film

Presentation Image

TitleTHE IKEA HUMAN CATALOGUE
ClientIKEA
Product / ServiceIKEA CATALOGUE
CategoryC01. Guerrilla Marketing & Stunts
EntrantBBH Singapore, SINGAPORE
Idea Creation BBH Singapore, SINGAPORE
PR BBH Singapore, SINGAPORE

The Campaign

We got a human to memorise the entire IKEA Catalogue. And made her the PR vehicle to make the catalogue famous again. We tested her in front of IKEA experts, sent her to press events, and tested her LIVE on Facebook in front of thousands of viewers. From reporters to consumers, to even Steve Harvey, everyone who heard about the story was curious to meet her, test her, pick up the catalogue and try memorising pages themselves. Her incredible story helped us reach an audience way beyond our media-buying capacity. People were watching branded content about Yanjaa online, or seeing her on News. At the same time, they were studying the catalogue offline, decoding how she memorised everything. Even when they were watching her being tested, they were paying attention to the IKEA products more than ever. Making the experience more enriching and experiential.

The Brief

Total Production Budget 150,000 SGD (Including Talent Fees)

Creative Execution

It all started with an experiment: to challenge someone to memorise the entire 2018 IKEA catalogue. 4818 products. 328 pages. One incredible story. She became the living, breathing catalogue for all practical purpose. She was in our advertising and branded content. She was at all the Catalogue press launches in South-east Asia. Through earned-media, she became the face of the IKEA catalogue on TV, radio, newspapers, and social media. Was that even humanly possible? The answer to that question became the premise of our launch film. Where Yanjaa was tested in front of IKEA experts. From reporters to influencers to consumers, everyone who heard about the story was curious to know more. To meet her, test her, pick up the catalogue and try it for themselves. On 6th Sep 2017, the IKEA Human Catalogue went on Facebook LIVE and was tested by a LIVE audience in front of thousands.

Describe the success of the promotion with both client and consumer including some quantifiable results

REACH RESULTS Social conversation and shares were generated in 71 countries. The story reached 124 countries in total from coverage in over 100 different media brands across all media types, most notably peak Television editorial. Aggregated views of the films in owned media exceeded 17,000,000.An independent analysis aggregates the reach of all of this activity to be in excess of 73,000,000 people. BUSINESS METRICS Using programmatic tagging we identified that 54% of those exposed to Yanjaa’s film assets visited the site to learn more about the catalogue after viewing without clicking on a banner or link! In total 65% of total web traffic across the period was attributable to the campaign. In total the campaign generated an ROI of 1:18 in SGD. More importantly, it made a lot of people in the world pick up the catalogue and read it. Making an icon relevant in 2018 again.

Explain why the method of promotion was most relevant to the product or service

The IKEA Catalogue has been the brand's biggest marketing tool. But in this digital age, where everything is consumed on screens, the analogue nature of the catalogue makes it less exciting. We had to find a new way to make an old-school medium refreshing. So people would be excited to pick up the Catalogue once again. We decided to do this with a real PR story of a human that memorised the catalogue (all 328 pages): the IKEA Human Catalogue. This stunt went beyond advertising and became part of pop culture making the audience experience the catalogue like never before.

In a world where technology is impacting every industry exponentially, making many traditional mediums irrelevant we had to make the catalogue, one of the oldest forms of direct mail relevant in today's time. The approach throughout was to create an incredible human story that goes beyond advertising and becomes a part of pop culture. People are more likely to share human stories over maybe, a 60-second ad. We knew if we could make the story famous, we would in effect make the catalogue famous. Did this girl really memorise all those pages? This kept everyone guessing. And that in turn, made the whole world take notice and test her for themselves. We built out a story via multiple assets that would allow others to share, edit and redistribute it. We also made the campaign interactive by nature, with a Facebook live event at its heart.

Credits

Name Company Position
Joakim Borgstrom BBH Singapore Executive Creative Director
Nikhil Panjwani, Joakim Borgstrom BBH Singapore Creative Director
Jon Loke, Kooichi Chee BBH Singapore Art Director
Nikhil Panjwani BBH Singapore Copywriter
Maurice Wee, Yashanti Yap, Bae Soo Yeon, Emily Rosen, Anastasia Serdukova BBH Singapore Creative Team
James Sowden BBH Singapore Head of Planning
Deborah Abraham BBH Singapore PR Head
Jade Cheng, Chloe Faire, Abbas Zafar BBH Singapore Account Team
Josie Khng, Heidi Lahtinen, Nurul Maideen BBH Singapore Social Team
Daphne Ng BBH Singapore Head of Production
Jade Cheng, Lee Adamson, Jason Denning, Chris Solonga BBH Singapore Production Team
Mark D'Arcy Facebook Creative Shop CCO Facebook Creative Shop
Rafael Guida Facebook Creative Shop Head of Creative Shop, South East Asia
Matthew Drury Facebook Creative Shop Client Partner - Agency
Claire Davidson Facebook Creative Shop Lead Producer
Kim Teo Facebook Creative Shop Project Manager
Graham Dillon Facebook Creative Shop Floor Manager
Sher Texeira, Timothy Huang, Roger Ng, Gloria Goh Facebook Creative Shop Production Team
Peggy Goh Freeflow Productions Director
Wei Fong Freelancer Editor
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