Ikea has opted for a more left field way of launching its catalogue in Singapore, Malaysia and Thailand, enlisting two-time world memory champion Yanjaa Wintersoul to try and recall the entire publication.
The campaign, created by BBH, will focus on a Facebook live challenge on 6 September in which people will be able to test Wintersoul on the latest catalogue content.
Wintersoul is currently living in Sweden but has lived in both Asia and Africa, linking the campaign geographically to Ikea’s Swedish routes.
A teaser video of the current #1 highest-ranked female memory champion of the World being tested by Ikea staff is being seeded across social media, to build up awareness of the live test.
Mike King, Ikea Southeast Asia retail director, said: “The iconic IKEA Catalogue is something we are very proud of. Each year we celebrate its launch as we believe it is the go – to home furnishing inspiration for many people and it has been that way for years. This year we are very proud of the fun we are having with BBH and Yanjaa, further strengthening the link between people and home furnishings. After all, inspiring and challenging people to relook at their homes has been the main purpose of the IKEA Catalogue for all these years.”
According to Nikhil Panjwani, creative director at BBH Singapore, the idea came from a workshop between the brand and agency.
“But it really happened because our client was brave enough to take the leap of faith and believe in it. Great ideas are born in every agency. But it takes a great client to make it a reality,” he said.
With Wintersoul being put to the test live on Facebook, Panjwani said there were no nerves about the outcome but rather that it was needed to allay any cynicism of her skills.
“There’s always a sense of cynicism when someone’s doing something extraordinary. That’s why, this idea needed a platform where people can really see Yanjaa, out Human Catalogue in action. Even challenge her memory skills. FB LIVE felt like the perfect place to show the world, this isn’t some sort of a magic trick. And that she’s the real deal,” he added.