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Smart kit: Ikea brings tablets in from the cold
Oslo – After launching its homewares catalogue for Norway on the iPad, Ikea has created a sewing kit, Beröra, which lets people customise mittens with a thread that enables them to use touchscreens without removing them.
The conductive thread means Norwegians can use tablets and touchscreen smartphones while keeping their hands warm. The retailer sold 12,000 kits in the first two weeks, and the Ikea catalogue leapt to having the largest number of subscriptions in the app store after the kits were released, according to the retailer.
This is a simple and functional campaign that has placed Ikea in the minds of its target consumers. For another well-wrought campaign by Ikea, see our Seed.
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