Ikea has launched the second stage of its 2012 catalogue campaign marking a radical shift away from the traditional catalogue campaign approach.
Created by 303 Perth and 303 Sydney, the "Rent" campaign uses the idea that the Ikea catalogue should "pay its way" for pride of place in people's homes by way of "rent cheques" to be redeemable in-store.
The integrated campaign launched on Sunday and will continue to evolve over the next 12 months.
