Make the IKEA catalogue the hero and the talk of the town, so people will wait for it.
Generate more traffic in IKEA store.
The consumers like the idea of having personalized materials.
Recreate the Catalogue cover and invite people to interact with the set-up and make photos.
The consumers had the possibility to made a personalized catalog extra cover (with their picture). The consumer was invited at the store to pick-up his personalized catalogue extra cover. Proud owners of an IKEA catalogue with themselves on the cover will pick it up more often, show it to other people, and get more IKEA inspiration for their own home.
Location: Baneasa Shopping Mall (near the IKEA store)
Reach: 500.000 persons, 2500 pictures taken
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