To launch the iPad version of the IKEA catalogue in Norway, ad agency SMFB created a brand new IKEA product called “Beröra”.
“Beröra” is a sewing kit with a special conductive thread that you sew into the index finger of your favourite gloves. Once the operation is done, the gloves work on a touch screen.
The idea in one clean sentence: Beröra turns any winter glove into a touchscreen glove, so the IKEA catalogue app fits the reality of how people live and move.
A launch mechanic that feels like a product, not a campaign
The smart move is that the “ad” looks and behaves like an IKEA item. A needle, instructions, and conductive thread. Simple enough to DIY (do it yourself), tangible enough to talk about, and useful enough to keep around after the novelty fades.
Extractable takeaway: When a digital launch depends on in-the-moment behavior, ship a small physical fix that removes the biggest usage friction so trial becomes effortless.
Conductive thread matters because most touch screens register conductive contact. So the kit essentially makes a glove fingertip “readable” to the device without forcing people to buy specialised tech gloves. By solving the glove-on touchscreen problem up front, the kit makes the first app interaction frictionless, which is what turns curiosity into downloads.
In cold-climate retail markets, the fastest way to accelerate digital adoption is to remove the tiny physical frictions that stop people trying it in the moment.
The real question is whether your launch removes the first real-world barrier to trial, or just asks people to work around it.
Solve the barrier first, then market the now-easier behavior.
Results and recognition
The promotion generated a lot of interest. As reported at the time, 12,000 kits went in roughly two weeks, and the IKEA Norway iPad catalogue app broke download records.
The work later picked up awards-circuit recognition, including a One Show merit award, and gold at the Festival of Media in Montreux in the Best Launch Campaign category.
What to steal for your next app launch
- Turn the barrier into the giveaway. Do not “explain” the friction. Remove it with something people can hold.
- Make the object shareable offline. A physical product travels through homes, offices, and friend groups faster than a banner ever will.
- Keep the installation simple. If the user needs a tutorial longer than a minute, the drop-off kills word of mouth.
- Let the product demonstrate the promise. When the benefit is self-evident, belief comes for free.
A few fast answers before you act
What is Beröra, in plain terms?
Beröra is a DIY conductive-thread sewing kit created for IKEA Norway. You sew the thread into a glove fingertip so it works on touchscreen devices, supporting the launch of IKEA’s iPad catalogue.
Why does a physical kit help launch a digital catalogue?
Because it removes a real-world usage barrier. If people cannot comfortably use a phone or tablet in winter conditions, they will not build the habit. The kit makes the app feel practical, not theoretical.
What makes this a strong “earned media” idea?
It creates a story that is easy to repeat. IKEA made a product that solves a modern annoyance, and it is tied directly to the app being promoted. That combination tends to travel well as earned media, meaning unpaid coverage and sharing.
What is the key mechanism that drives engagement here?
Utility creates trial. Trial creates talk. Talk creates downloads. The kit is the trigger that makes the catalogue experience easier, then social sharing does the distribution work.
What should you measure if you do something similar?
Track speed of redemption, install lift during the distribution window, and repeat usage of the app. If you have it, add branded search lift and share-of-voice during the launch period.
