2014 Winners & Shortlists

HOPSCOTCH

BrandIKEA
Product/ServiceUAE CATALOGUE LAUNCH
EntrantGMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
CategoryMailings
Entrant Company GMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Advertising Agency GMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES

The Brief

The central theme for the 2014 IKEA catalogue was “Living with Children”. Our goal for the direct mailer was to draw awareness to this theme in our invite for the press launch event.

Creative Execution

To draw synergy with the catalogue launch theme of 'Living with Children' we needed to have a playful, interactive and child-related direct mailer that brought to life the relevance of 'Living with Children.'

Describe the creative solution to the brief/objective.

We successfully highlighted the 2014 catalogue theme with a playful invite and a message “to unfold a new generation of inspiration”. Targeting 20 selected media titles we sent the concerned journalist the unique invite. As the journalist opened the invite, it slowly began to look like an iconic children’s game. And rightly so, the final panel revealed that the invite also doubled-up as a life-size hopscotch board. The idea didn’t just bring a smile to the recipients but also made them actually play the game and later share the invite with their children, too.

Results

Our invite’s success can be judged by the response of journalists. • The event achieved 100% media penetration • Journalists from 20 media titles attended the event • PR coverage value within 24 hours of the launch was AED 388,000 • Total PR coverage value was AED 1.5 million

Credits

Name Company Role
Rishad Lawyer GMASCO Creative Director
Kiran Rao GMASCO Art Director
Elias Qarut GMASCO Senior Account Manager
Khaled Ghazali GMASCO Account Executive
Kruti Soni GMASCO Graphic Designer
Umesh Nambiar GMASCO Production Manager
Dennis Villafeurte GMASCO Graphic Designer
Jagadish Arcot GMASCO Traffic Manager
Savio Menezes GMASCO Copywriter Btl
Murali Kt GMASCO Graphic Designer
Vanessa Kaye IKEA Country Marketing Manager
James Mcgowan IKEA Regional Brand Manager
Chucri Helayel GMASCO Client Services Director