IKEA: Animal Crossing catalogue

IKEA, retailer of furniture and home accessories, sparked consumer interest in its catalogue by integrating it into the online game, Animal Crossing.

Campaign details

Brand: IKEABrand owner: IKEAEntrant company: Ikea Taiwan, New TaipeiIdea creation: Ogilvy Taiwan, Taipei CityMarket: TaiwanSector: Furniture & furnishings retailMedia channels: Gaming & in-game advertising, Social media, Websites & micrositesBudget: No budget

Executive summary

This is a story of digital transformation unlike any other.

That of the Guinness World Records' most widely read catalogue in the world. Ever.

Of a cultural institution more widely distributed than the Bible, Quran, or Harry Potter.

Of a lifestyle icon launched in 1951, and lately printed at 200m+...

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