Agency: Wieden & Kennedy
The retailer will add digital content to the catalogue on a regular basis to make it more relevant all year round, because current research shows the average lifespan is about two weeks.
McCann Erickson has handled the makeover of the 61-year old catalogue, which will have augmented reality software from Metaio incorporated into it to deliver content produced by Ikea's in-house agency, Icom.
Ikea has created a video introducing "a new kind of catalogue", that explains the technology being used in the catalogue, which has a 211-million circulation.
Readers can scan pages with smartphones to access additional content, including a film called 'I Love You, But', which shows how couples with different tastes can compromise using Ikea.
Upcoming ideas include staging live events such as concerts or cooking shows within the catalogue's’ various 'rooms'.Follow @mattchapmanuk
This article was first published on marketingmagazine.co.uk