IKEA Pays To Rent Space For Its Catalog In People’s Homes [Video]
As part of its campaign in Australia, the retailer paid out monthly cheques redeemable in-store.
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:
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