Background

70% of Taiwanese mistakenly believed that since IKEA is imported, it must be expensive. And with the arrival of Covid-19, people’s wallets were thinner than ever before. To reverse this misconception, we needed to take the super affordable items buried among IKEA’s 8,500 furniture and furnishing products, and make them leap out.

Describe the creative idea (40% of vote)

The history’s first “IKEA Dollar Catalogue,” where everything was listed by price order: 200 items, 200 pages, 200 prices, from 1 to 200 Taiwan dollars. The page number equaled the price. Through the power of design, we put the lovely low prices on display, page by page, based on the numbers alone.

Describe the execution (40% of vote)

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. White served as the background color, highlighting the products. We only added large blocks of color in the background once every ten pages, to give the design extra richness. Finally, we also placed shadows in the center of the pages, imitating and paying tribute to the look and feel of IKEA's classic print catalogue.

List the results (20% of vote)

10.1M Page views in 2 Weeks 21.5M Impressions 264% Online Store Conversion Rate 58.2% bounce rate was only of that for the whole website