The IKEA catalogue is not just any other catalogue. Launched every year and distributed to almost every home in the world, it is one book that doesn’t need any introduction. When IKEA tasked Leo Burnett with launching their 2013 IKEA catalogue in Singapore and Malaysia, the problem was simple. How do you make people excited for something they know they get every year anyway? Our solution: Building anticipation to the arrival of the catalogue in the mailbox via a uniquely IKEA countdown.
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