The document outlines IKEA's plans to launch its 2013 catalog in Prague, Czech Republic by setting up an Inspiration Tent in the city center on August 30th, 2012 where they would demonstrate the digital features of the new catalog, provide furnishing solutions and textile samples, and sign up new members for their loyalty program to raise interest in home furnishing. Over 5,000 people visited the tent, 3,000 catalogs were distributed along with limited edition bags, and around 100 new members signed up.

1. IKEA Catalog Launch
30th August 2012
Prague, Czech Republic

2. CONCEPT
…. show many of the many people how easily and
affordably they can „Bring new life to their homes”
…. inspire and demonstrate the change in our
homes and in our lives with a new IKEA
catalogue….
….realize that the change with textiles can be
creative, easy and fun…and that living with
textiles is snuggly

3. OBJECTIVES
• introduce the IKEA catalogue 2013 to public
• demonstrate the digital features of the new catalogue
• raise home furnishing interest - emphasize the fact that
change is easy and affordable especially with textiles
• interact with IKEA FAMILY members out of the store and
acquire a new members
• make the day of kindness in IKEA way for many of the
many people

4. SET-UP
DATE: 30th August 2012
LOCATION: Náměstí Republiky
square, centre of Prague
OPENING HOURS: 7.30 a.m. – 7 p.m.
VENUE: IKEA INSPIRATION TENT

6. IKEA INSPIRATION TENT

7. INSIDE IKEA INSPIRATION TENT

8. IKEA INSPIRATION TENT OFFER
• 2 room sets demonstrating the difference
textiles can make
• more IKEA furnishing solutions on display
• 3 ways of new catalogue demonstration
• printed catalogues on display
• 4 iPads to show digital content
• 2 PC to show online version
• personal distribution of new catalogues
(and inspiring gift – textile bag - to IKEA
FAMILY members)

9. IKEA INSPIRATION TENT OFFER
• registration to IKEA FAMILY club
• free IKEA refreshments
• kids‘ creative textile corner
• IKEA specialists
• download of the catalogue’s application
via free wi-fi

10. INSPIRATION TENT ACTIVITY
INTERACTIVE PRESENTATION
CREATIVITY WITH TEXTILES CATALOGUE/BAGS HANDOUT

11. COMMUNICATION OF THE EVENT
IKEA FAMILY MEMBERS IKEA FACEBOOK INVITATION
NEWSLETTER

12. COMMUNICATION OF THE EVENT
METRO CITYZONE.CZ

13. RESULTS IN NUMBERS

14. RESULTS IN NUMBERS

15. RESULTS IN NUMBERS
• 5000 visitors directly inspired
• 3000 IKEA 2013 catalogues distributed
• 2013 limited edition textile bags distributed to
IKEA FAMILY members together with catalogue (all
bags gone by 2 p.m.!)
• aprx. 100 new registrations of IKEA family
members were made on spot
• nearly 100 people waiting for the tent opening
before 7.30 a.m.

16. REACTIONS
• “It is great there is an IKEA tent in the centre of Prague.”
• “I am glad you are going to help me with the registration.
It is too difficult to register online for me.”
• “The IKEA application is interesting I am going to show its
functions at home.”

17. PICTURES AND VIDEO
MORE PICTURES: http://www.flickr.com/photos/pleon-
impact/sets/72157631332260366/show/
VIDEO: to be filled