Research was showing that recall of the IKEA catalogue in West and South Australia had slumped to an all-time low in 2010. In a new approach to product placement, West and South Australians were told that they would get paid monthly 'rent' if they gave the catalogue a home. The rent was in the form of monthly rent cheques that gave customers money back when they bought goods from IKEA stores. Boosting both store and online visits, as well as sales, IKEA's ‘Rent’ campaign delivered $3.3m incremental revenue and a ROMI of 1.67.