|Product / Service||IKEA|
|Category||A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Entrant||OGILVY TAIWAN Taipei City, TAIWAN|
|Idea Creation||OGILVY TAIWAN Taipei City, TAIWAN|
|Production||OGILVY TAIWAN Taipei City, TAIWAN|
|Ria Chien||Ogilvy Taiwan||creative|
|Ella Hsu||Ogilvy Taiwan||project management|
|Lisa Hsu||Ogilvy Taiwan||creative|
|Yoyo Hsu||Ogilvy Taiwan||creative|
|Giant Kung||Ogilvy Taiwan||Creative Direction|
|Joy Huang||Ogilvy Taiwan||project management|
|Shawn Hung||Ogilvy Taiwan||Execution|
|Ting Yuan||Ogilvy Taiwan||Execution|
|Amy Shih||Ogilvy Taiwan||Strategy development|
|Fei Chang||Ogilvy Taiwan||Strategy development|
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”: 200 items, 200 pages, 200 prices, ranging from 1 to 200 Taiwan dollars. The page number equaled the product price.
Using consumer purchasing data from IKEA’s online store, we carefully selected 200 popular products to include in the IKEA Dollar Catalogue. Our visual design integrated the prices and the page numbers. The price/page numbers appeared at the bottom left or right corners of the page, in IKEA’s trademark simple, approachable style. 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.”
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.