The launch film revolves around Ali, a slob who has his life transformed once he finds the IKEA Catalogue. We follow his journey as he becomes a guru of the catalogue, sought out by everyone from shepherds to diplomats, all wanting to know which page number holds the answer to their particular issues. Stressed? Go to page 123. The right bedroom will help you sleep better and wake up more relaxed. Lonely? On page 100, you’ll find out how to make your home feel more welcoming and conducive to new relationships. We used the same format to speak to people online and on-air. We listened in on people’s problems on social media and offered solutions straight out of the book. We solved problems on the radio and we turned reviews of the book into ads.