Product / ServiceIKEA
CategoryB05. Websites / Microsites
Idea Creation OGILVY TAIWAN Taipei City, TAIWAN
Production OGILVY TAIWAN Taipei City, TAIWAN


Name Company Position
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

Describe the creative idea

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. 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.

Describe the execution

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. Besides the online 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.”


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