IKEA is covering Canada with its 2021 catalogue

Who: IKEA, with Rethink, Wunderman Thompson (the retailer’s loyalty agency), and Carat for media.

What: “IKEA Everywhere,” a new campaign promoting the 70th anniversary of the popular IKEA Catalogue.

When & Where: The national campaign broke last week, with a media buy that includes bus shelter ads, static and digital OOH, radio, and an extensive social media component, including a dedicated Instagram profile (@IKEACatalogram). The idea, the company says, is to put all of the catalogue’s 288 pages into the world in some form.

Why: The annual catalogue launch is one of IKEA’s annual marketing priorities, with some estimates saying that it accounts for as much as 70% of the retailer’s annual marketing budget. IKEA printed 217 million copies of the catalogue worldwide at its peak in 2014, although that number has dropped slightly as the company attempts to move it more online.

This year’s catalogue, dubbed “The Home Handbook,” reflects the growing importance of “home” to Canadians, particularly during the pandemic. It’s built around the creative insight that the pandemic might prevent people from getting the catalogue, so IKEA will bring it to them.

Screen Shot 2020-08-10 at 7.41.46 PM.pngHow: The campaign from Rethink literally puts pages from the 2021 IKEA catalogue everywhere, from Canada’s biggest billboards in downtown Toronto, to humble coffee cups.

Pages have also been printed on window shades (right), and there are ads in Canadian House & Home magazine.

Instagram is also playing a major role in the campaign, with the dedicated @IKEACatalogram page featuring every page. IKEA has also created Instagram stickers for each page, and the entire catalogue is available online at IKEA.ca/catalogue.

Finally, IKEA has created a limited-edition hardcover version of the catalogue (can we call it a Bük?) that is worthy of being used as home decoration. It’s designed to stand up to a year of people thumbing through its pages, throwing it into baskets, using it as a coaster, etc.

It’s being supported by a video ad that shows the importance of the catalogue in Canadians’ lives over the years, while also highlighting features like the fact the linen-bound book is 30% larger than the standard IKEA catalogue and features soft-touch surfaces and high-gloss finishing. Naturally, it also comes flat-packed (no assembly required though). People who sign up for the IKEA Family Member loyalty program are being entered into a draw for the Coffee Table Catalogue.

And we quote: “The 2021 Catalogue is all about the positive power of a better home—one that is functional, beautiful and completely personalized to those living there. With this year’s home furnishing handbook, we want to show how Canadians can make the most of their extended time at home, whether that’s through small, budget-friendly shifts or taking on a new home project.” — Kathy Davey, head of home furnishing and retail design, IKEA Canada.


Chris Powell