Ad agency 303Lowe developed a campaign for IKEA in Australia to encourage people to use their catalogue throughout the year instead of throwing it away. Customers were offered the chance to earn rent from IKEA just for keeping the catalogue in their home, with monthly rent cheques via email that were redeemable in-store. The campaign won a Yellow Pencil at the D&AD awards in the Direct Integrated Campaigns category. 303Lowe’s Simon Langley said:
The IKEA catalogue is an institution. People anticipate its arrival, get excited about it, read it and then put it on the shelf. We want it to have pride of place. But, with living costs increasing we figured it only fair that IKEA should pay their way. This led us to the idea of IKEA paying people to keep the catalogue in their homes by renting the space it occupies.
You can learn more about the campaign in the case study video below: