The annual release of the IKEA catalogue is the brand’s most important moment of the year. With its 300 pages full of products and ideas, this world-renowned interior bible serves as a true inspiration guide for consumers and comes with plenty to choose from.

Whenever it comes out, in fact, people start rethinking everything like crazy: from the color of the new duvet covers they really desire to the pattern of the 24th handwoven basket they need in the house. That’s why we’ve thought of something to help people with their constant changes of mind.

The IKEA Catalogue is a key driver for sales and change in consumers’ home.

And whenever a new edition is released, people start changing their minds over and over again. To facilitate them, we revolutionized a timeless, deeply loved brand icon, the IKEA pencil, adding a tiny, blue rubber to it. Our special IKEA pencil, equipped with an eraser for the first time in history, was a real enabler of change. Thanks to our revolutionary idea, every consumers’ idea and solution could be written and changed. And changed. And changed

Changing our mind is part of being human. This insight fits perfectly with the choices you deal with during your Ikea experience (both online and offline). And while you read every new catalogue. In fact the brand’s bible is the main source of inspiration for people, containing even more ideas than products, letting you think and rethink about your home innovations. IKEA made special billboards, where people started to interact with the new revolutionary idea outside the shopping experience; then activations in store, which dealt with different aspects of people’s “ever-changing ideas” (from furnishing to restaurants, the revolutionary pencil explores many sides of “change”). Moreover huge BlyertsPenna installations appeared around Milan, strategicly positioned to spread the revolutionary, tiny idea.

The release of the video was followed by a direct mailing of the new 2019 catalogue accompanied by the pencil with eraser. This was sent to 100 of the top influencers and bloggers in Italy, for a total amount of over 1 million pencils distributed.

26 MILLION total reach

1 MILLION pencils distributed

+200% instore traffic

+240% catalogue search rate