INSITE OOH Media Platform

Through its latest out-of-home campaign in Dubai, IKEA is bringing the focus back to one of its most beloved assets: the IKEA Catalogue, which has now received a fresh lease of life in an updated digital-first format.

Displayed through large digital screens and roadside billboards, the campaign reads “The IKEA Catalogue every home had is back”, urging people to get lost in more than 300 pages of home inspiration, accessible in their new digital version. As part of the campaign, and following their previous ad, IKEA uses nostalgic covers of previous catalogues paired with its modern-day digital interface, shown both on a laptop and a phone screen.

In another part of the campaign, IKEA moves away from interiors and focuses on the tactics of football, showing its famous frozen meatballs arranged in a certain formation and saying “Full squad available. No bench warmers”. The humorous visual includes both beef and chicken meatballs, which could also be found in IKEA stores' food section. 

In both executions, the campaign exemplifies the effectiveness with which IKEA blends functionality with character. As one side of the creative is responsible for creating buzz about the resurrection of the catalogue online, the other side turns an item commonly found in a grocery store into a humorous metaphor.

As a brand that understands the importance of nostalgia and humor in conjunction with practicality, IKEA proves its relevance not only as a company aware of consumer behavior inside homes but also outside of them.

IKEA’s OOH ad took over Dubai’s hoardings and digital screens in the second week of July.