Ikea’s catalogue escapes the page

A national campaign by CP+B gives consumers the chance to win a gift card by 'capturing' pages from the new catalogue.

Ikea is putting a modern twist on a very traditional medium with “Capture the Page,” a national campaign to promote the release of its 2011 catalogue.
The campaign offers consumers the chance to win a $10,000 Ikea gift card by “capturing” a page from the Ikea catalogue. Entries can be earned several ways: by visiting Capturethepage.ca and “grabbing” an image of the catalogue, taking a photo of an OOH ad and uploading it to the site, taking a picture of a page from the catalogue and uploading it, clicking on an online ad, or by finding a badge on Ikea.ca and clicking on it. Additional entries can be gained by sharing on Facebook.
“The catalogue is such an important medium for Ikea; every year we want to launch it the best way possible,” says Hilary Lloyd, deputy marketing manager, Ikea Canada. “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.”
 “Capture the Page” is running in all major markets in which Ikea Canada has stores. TV spots, billboards, TSAs and on-transit media can be seen in selected markets. And in Toronto, there’s 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.
Creative was handled by the Toronto office of CP+B, which merged with Ikea’s former AOR, Zig, earlier this year. Media was handled by Jungle Media in Toronto.