IKEA turns its annual catalogue launch into an interactive live stream experience.
IKEA’s annual catalogue is one of the most anticipated publications worldwide.
But in Singapore and Malaysia, that familiarity was the challenge.
How do you generate excitement for something people already know they will receive?
The answer was the IKEA Catalogue Countdown Room.
A first-of-its-kind experience that turned anticipation into engagement.
Working closely with IKEA’s interior designers, we designed 10 distinct rooms—from living rooms and bedrooms to playrooms and kitchens. Each room represented a number in the countdown, with a new design revealed every day for 10 days, leading up to the catalogue launch.
To amplify the excitement, we transformed the physical IKEA Catalogue Countdown Room into a virtual experience by turning IKEA’s Facebook page into an interactive TV channel.
We live-streamed 50 events inspired by the catalogue’s new furniture, from cooking shows in the kitchen to sing-along sessions in the bedroom. This created engaging, shareable content that connected with IKEA fans.
The result? IKEA’s most successful social media and activation campaign to date, generating over 20,000 new Facebook fans, 35,000 new stories, and reaching 3.7 million IKEA fans.
