2014 Winners & Shortlists

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