IKEA

The Human Catalogue

Making a direct mailer go viral online.

The task

To launch the IKEA Catalogue and make this iconic direct mailer relevant in the digital age.

The zig

Going full tech to create an e-version of the catalogue.

the Zag

Going full human to make the catalogue memorable.

the outcome

73 million people reached. 5.7 million dollars in earned media. And a whopping 1:18 media ROI. Truly unforgettable.

BEHIND THE MAGIC

We hired Yanjaa, a two-time world memory champion, to be the Human Catalogue – and she memorised all 328 pages of the book!

BEHIND THE MAGIC

We hired Yanjaa, a two-time world memory champion, to be the Human Catalogue – and she memorised all 328 pages of the book!

No items found.

BEHIND THE MAGIC

We hired Yanjaa, a two-time world memory champion, to be the Human Catalogue – and she memorised all 328 pages of the book!

BEHIND THE MAGIC

We hired Yanjaa, a two-time world memory champion, to be the Human Catalogue – and she memorised all 328 pages of the book!

No items found.