Approximately 100.000 households in Vienna found this circular in their letter-boxes. The clickrate on www.ikea.at increased by 13% in the week after distribution. To communicate that IKEA offers furniture solutions for small rooms to anybody who lives in a multi-storey building. The realisation has to be cost-effective and surprising. A letterbox is the perfect place to show the IKEA furniture solutions for small spaces. So out of a conventional circular they made an exceptionally eye-catching mailing which is surprising fun to find in the letterbox.
Agency: DDB Berlin, Germany.