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Award: Yellow Pencil

Yellow Pencil / Direct / Direct Integrated Campaigns / 2012

The IKEA catalogue is often discarded by consumers shortly after reading it, but more catalogues in homes equals more sales. How do you keep the 2012 catalogue in Aussie homes for the whole year? Our idea was the first catalogue that pays you rent for being in your home. Visits to ikea.com.au went up 30% and sales 59% in the first week; we achieved 50,000 sign ups in the first three weeks; $2million in rent cheques have been mailed; 6.8% of households signed up. So far IKEA has rented 5km2 worth of space in Australia.

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