IKEA promotes its annual catalogue with ‘Happy IKEA New Year’ campaign via 303Lowe, Perth

IKEA is promoting its 2013 catalogue with a ‘Happy IKEA New Year’ integrated campaign via agency 303Lowe, Perth.

“With a new catalogue comes the new year. It’s a time for new beginnings. A time for people to get a fresh start in their homes and commit to new resolutions for the year ahead,” says Richard Berney, associate creative director at 303Lowe, Perth.

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The concept around the “IKEA New Year” came from the key insight that the arrival of the annual catalogue is anticipated by many the world over – Perth and Adelaide included. Distributed at the same time every year, this is a time of excitement and renewal for so many.

“The beauty of this concept is how easily it has translated into all channels, from the TVC right down to IKEA New Year resolutions for individual products in-store. It’s a truly integrated campaign which has already been very well received,” says Nigel Richardson, marketing manager, IKEA.

The hero catalogue image is featured throughout the campaign that includes press and print work – including metro and community press, Adshels, bus backs and taxi backs, online, direct, social media and the IKEA website. In-store, the firework theme continues on price tags, point-of-sale and even the till receipt.

In the spirit of this New Year, the campaign goes on to inspire “New Home Resolutions” from the pages of the 2013 catalogue. The resolutions theme has been developed for in-store point-of-sale and is supported by four 15-second radio spots where people share their new home resolutions.

Agency: 303Lowe, Perth

Sound Sweetening: Brad Habib (Soundbyte)