The IKEA catalogue is an institution. At its peak a few years ago, a whopping 200 million copies were distributed around the world in 32 languages, so it was no wonder the news of its final edition went pretty much everywhere.
The team hit the phones and landed over 700 pieces of coverage across a clean sweep of nationals, including BBC, The Sun, The Guardian and Daily Mail. A PA bomb brought in hundreds of regional pieces, and then broadcast outlets got in on the action too, with the news being syndicated on BBC radio stations across the country.
And as it’s such an iconic title, of course, we couldn’t let this moment pass without a little bit of IKEA twinkle in the eye.
So, to generate another burst of coverage, the team quickly got to work turning around a tongue-in-cheek instructions manual – the IKEA HACK-ALÖGUE – highlighting the creative ways that people could repurpose their old catalogues, using IKEA’s instantly recognisable instructions. And in a nod to the countless hours we’ve spent on video calls during 2020, we also made a series of Zoom/Teams backgrounds available to download, so that people could have their favourite Catalogue cover as their background on virtual meetings.
With an impressive hit on the Reach PLC wire landing a suite of top tier regional coverage and some excellent consumer pieces on House Beautiful and Yahoo, it’s safe to say it was a fitting farewell to such a well-loved icon.