Our brief was to inject “an inspirational vitamin pill” into IKEA’s 61-year old catalogue, an iconic mailer beloved by consumers but in need of modern revamp. The obvious solution was to create an all-digital catalogue, but with more than 200 million copies distributed in 62 versions in 43 countries, the media platform was too valuable to end. Instead, we brought it to life with digital innovation. We paired a renewed catalogue--made more robust and inspiring through storytelling and a new structure--with an app that gives users access to more than 40 pieces of extended content. Using image recognition technology, the app allows users to use their smart phones or tablets to access content ranging from 3d views of furniture and product demos to films telling inspirational stories and how-to guides. The digital layerkeep gives IKEA the ability to update and localize content throughout the year, stretching the average shelf life of a catalogue from weeks to an entire year.

Since September 1, 2012 there have been 4.3 million IKEA Catalog application downloads since the 2013 launch. In addition to the initial downloads, there have been 4 million iOS upgrades since the launch as well.Eleven million downloads and thirteen million page scans in total are predicted for the 2013 calendar year. Lastly, it is the #1 Application for Marketing and promotion in the iTunes App Store.