The problem with the IKEA catalogue is that people pick it up, leaf through it and then forget about it.
The task was to try to get people to reference their catalogue throughout the year,
whenever they were considering redecoration or renovation.

Idea
As well as mailing people their new catalogue, IKEA sent them the ultimate companion tool for the book.
The most helpful measuring tape in the world.
This measuring tape was designed to highlight the exam measurements in centimetres of key IKEA products
so they could measure up to see where they would fit and how they would fit.
The tape measure directed people to the relevant page in the catalogue so that the two,
catalogue and tape measure, combined to create a most helpful experience.

Results
Sales rose 11% over the course of the campaign, an increase of 13.5% on the same period in the preceding year.