IKEA-DOLLAR CATALOGUE

Bronze Spike

Case Film

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TitleIKEA-DOLLAR CATALOGUE
BrandIKEA
Product / ServiceIKEA
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantOGILVY TAIWAN Taipei City, TAIWAN
Idea Creation OGILVY TAIWAN Taipei City, TAIWAN
Production OGILVY TAIWAN Taipei City, TAIWAN

Credits

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

Why is this work relevant for Direct?

The IKEA Dollar Catalogue: 200 items, 200 pages, 200 prices, ranging from 1 to 200 Taiwan dollars. 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.

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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 (20% 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. 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.”

List the results (30% 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