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IKEA Canada has launched an advertising campaign and contest that encourage consumers to share their favourite images from the home furnishing retailer’s latest catalogue.
The campaign includes television, print, online and out-of-home creative touting the arrival of IKEA’s 2011 catalogue. Each execution also alerts readers to IKEA’s “Capture the Page” contest, an online initiative that invites consumers to upload pictures of their favourite images from the catalogue to a microsite, CaptureThePage.ca, for a chance to win a grand prize of a $10,000 gift card or one of 15 $500 gift cards.
The television spot, for example, shows a woman reading the catalogue at her office. When the catalogue makes contact with office items such as her desk, filing cabinet and chair, it transforms the office furniture into home furnishing items, including a couch, an entertainment unit and a coffee table. She is then disappointed to find that touching her boss with the catalogue produces no changes.
The spot ends with a voiceover announcing the 2011 catalogue and asking viewers to visit the Capture the Page website.
Crispin, Porter + Bogusky Canada developed creative for the campaign. Cossette‘s Jungle Media handled media buying duties.
The contest began earlier this week and runs until Sept. 5, with the grand prize draw to be held September 6 and secondary prize draws held weekly.
In addition to competing for prizes, contest participants are urged to share their favourite catalogue photos with friends and family via social media outlets such as Facebook and Twitter.
Coinciding with the contest is IKEA’s own first foray into social media with a Twitter account (@IKEA_Canada) and a Facebook page. IKEA also plans to enter the mobile space in the near future with an application that allows consumers to peruse the catalogue on iPhones and iPads.
IKEA will distribute 5.7 million catalogues this year, some of which will be inserted into the October issue of Canadian House and Home magazine.
