In 2019, IKEA launched a new, modern collection targeted at young people. The collection was released at the same time as the well-known catalog, but this year it was a bit different. For the first time, the catalog was solely released digitally. Both messages were communicated in an outdoor campaign in the largest cities in Denmark.
Instead of seeing it as a challenge, we saw it as an opportunity to create something offline that could also have a life online and launch the new products without displaying them. In adshels across the country, we removed all the new products with the message that they had now moved online.
The campaign quickly went digital and was featured in multiple media around the world from China to Brazil, Spain, and France. The initiative was a reminder that just because something is physical, it doesn't mean it can't go viral.