Spotted! Ikea’s catalogue escapes the page

In the first campaign with its new MAOR Jungle Media, Ikea Canada has launched a multimedia effort to engage consumers with its 2011 catalogue.

Ikea is putting a modern twist on a very traditional medium this week with the launch of ‘Capture the Page,’ a national campaign to promote the release of its 2011 catalogue.

MiC caught the promotion at Union Station in Toronto late yesterday, where an OOH ad advised passersby that the new catalogue ‘is here’ and to visit Taking the advice, MiC did visit the website, and it revealed a unique execution tying together new and old media.

Launched Monday, ‘Capture the Page,’ offers consumers the chance to win a $10,000 Ikea gift card by ‘capturing’ a page from the Ikea catalogue, which garners a contest entry. Entries can be earned in several ways: by visiting and ‘grabbing’ an image of the catalogue, taking a photo of an OOH ad and uploading it to the site (a media strategy geared to mobile users), taking a picture of a page from the catalogue and uploading it, clicking on an online ad, or by finding a badge on and clicking on it. Additional entries can be gained by sharing entries on Facebook via Facebook Connect.

Media on the campaign was handled by Jungle Media in Toronto – the agency’s first for Ikea Canada – and creative was handled by the Toronto office of CP+B, which acquired Ikea’s former AOR, Zig, earlier this year.

‘Capture the Page’ incorporates national media focused on all major markets in which Ikea Canada has stores. TV spots, as well as 10×20 billboards, TSAs and on-transit media are running in selected markets. And in Toronto, a Union Station domination, print in Metro newspapers, and online display advertising. The campaign will run the length of the contest, which ends Sept. 5.

MiC caught up with Hilary Lloyd, deputy marketing manager, Ikea Canada, this morning, who explained the strategy behind the campaign.

‘The catalogue is such an important media for Ikea; every year we want to launch it in the best way possible. We thought that an engaging campaign like this, which incorporates a contest and quite literally brings pages of the catalogue to people was a smart and unique way to get people excited about it.’