Ikea puts flipbook catalogue on bus shelter

The out-of-home campaign was enabled by Clear Channel, from creative agency Lowe Singapore and media agency OMD Singapore.

The flipbook uses the power of touch to promote the new Ikea 2012 catalogue as a canvas of inspiration and ideas for small space living while bringing the catalogue to life on the streets of Singapore.

The 12-sheet flipbook uses the creative of a living room with a touch-screen television fitted into where the television would be positioned.

Audience is then able to flip through the e-catalogue with just a swipe of their finger from left to right, or right to left.

In addition, Ikano also placed static posters across 250 locations. While the flipbook drives active engagement, the static poster campaign aims to build reach and frequency for the Ikea 2012 campaign.

Studies have shown that the masses spend an average of 40 per cent of their day out of their homes, with 21 per cent of their time spent travelling.

The campaign for the Ikea 2012 catalogue runs on print, TV and digital, from August to October.