45 years is a really long time. For such a well-known brand, 45 years in the country also mean that IKEA has been baked into Singapore culture. To commemorate IKEA’s 45th anniversary, we came up with an exclusive long-edition version of the iconic wooden pencil we all know and love.

The limited-edition collectible was part of a larger integrated strategy to excite Singaporeans for IKEA’s 5-day in-store celebration (27 Apr – 1 May). From long-themed social activations to in-store promotions and physical event executions, the campaign succeeded in tapping into tradition and nostalgia to bring Singaporeans together to celebrate.

We took one of IKEA’s most recognisable brand icons – one that was traditionally short – and made it incredibly long. ​

We designed and launched an exclusive long-edition IKEA pencil to commemorate 45 years of IKEA in Singapore. A really looooong pencil for a really looooong time. ​

The product was an upgrade from its original model in every way. It’s bolder, sleeker and four times longer with a special inscription to mark the anniversary. ​

We launched a grand and elegant teaser on social media, inviting fans to get their hands on the long-edition pencil during our in-store SG45 celebratory events – ultimately leading to very loooong queues across all IKEA Stores in Singapore.

We gave out a total of 1,800 of the long-edition pencils in all stores across the country. Long queues surrounded every IKEA even before opening hours and the pencils were snapped up in a matter of minutes. It also blew up on online, with the pencil making it onto re-selling platforms. We transformed a simple, iconic product that all IKEA fans know and love, into a keepsake to remember this historic event for many long years to come.

In the social arm of the campaign, we rolled out a series of social posts, tactical promotional offers and interactive mini games, utilising an effective combination of paid, owned and earned media. The campaign also expanded to physical events held in IKEA stores, where fans participated in Congo lines, giveaways, a mini adventure hunt and more.

Queues formed in-store before opening with people eagerly trying to get hold of one of the 1,800 limited edition long pencils that had been made.

All 3 IKEA stores across Singapore experienced much higher footfall over the anniversary period. The pencil also made news cross-category featuring in industry and mass media such as Mashable, driving talkability and awareness.