2014 Winners & Shortlists

The Brief

For the launch of its first store in Qatar, we positioned IKEA as the about-to-move-in exciting new neighbour. Our goal was to carry this fun yet endearing message into the invite for the launch event.

Creative Execution

The theme of the entire campaign was "Come meet your new Swedish neighbors in Qatar." Therefore, this direct mailer attached itself to the community activity of families taking pictures of their loved ones, while the actual flat pack transformed itself into a holding frame to insert the pictures into (once printed). In keeping with IKEA's Do-It-Yourself (DIY) simplicity, the camera was easy-to-use, required little assembly and delivered fantastic, high quality images (much like assembling any IKEA product from an actual flat pack!). Never before had such a camera been made or seen before.

Describe the creative solution to the brief/objective.

To drive home the neighbourly image of IKEA in Qatar, we created an invitation with a unique gift for journalists. The covering message stated: “Come see why we click so well together”. On opening the package, the recipient was surprised with an IKEA-branded Box Camera tucked inside. The camera even resembled IKEA’s flat pack box and was made of similar material. The camera was also simple to use and had a built-in USB for quick transfer of pictures. The response was amazing- journalists even used the camera to take pictures of the new store itself!Details below.

Results

Our invite’s success can be judged by the response of journalists. • The event achieved 100% media penetration • Journalists from 30 media titles attended the event • PR coverage value in first 3 days was AED 1.5 million