2015 Winners & Shortlists

The Campaign

IKEA specializes in providing total solutions for a complete home or a specific area within a house (living room, dining room etc). This concept is not very well established in the minds of the consumers who are used to buying separate pieces to make up a room/home. One of our objectives was to communicate ‘IKEA solutions’ to the consumers. The other trend we noticed among our consumers is that they wait for the weekend to go furniture shopping, IKEA wanted to create a different shopping behaviour and promote ‘week day’ shopping. To achieve our objectives, we launched a 30th anniversary celebration campaign. We put together an offer to ‘make-over’ the rooms of 30 lucky winners. A specially created video booth was stationed inside IKEA stores to record spontaneous thoughts about IKEA. The videos were posted on IKEA’s Facebook page and 30 consumers who got the maximum ‘like’s’ won.

Success of the Campaign

This campaign achieved its objectives and boosted business for the client. This wasn’t just a giveaway, it was about giving people the opportunity to experience IKEA’s furniture solutions by showcasing how good a room could look with the full package. This campaign transformed the brand image of IKEA – altering perceptions and behavior towards furniture shopping and ultimately creating a massive return on investment for the client that will continue long after the campaign’s end. • In store footfall: Target – increase visitation from 1.2MM to 1.4MM per month Achieved: 1.7MM (40% increase and doubled the target figure) • Sales increased overall by 22% • Website visits: Target - 225,000 to 325,000 per month Achieved: 446,000 (27% increase) • Social: Facebook ‘likes’ grew by 20% reaching 265K fans (highest growth by any retailer/competitor during this period) Instagram followers increased 21% reaching 56K fans Twitter followers increased 430% reaching 23,100 followers

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created a 360 campaign that would span a 30-day in-store period with 30 participants receiving full room make-overs. To encourage weekday shopping, we restricted this promotion to run only on weekdays. In order to apply, shoppers needed to record a short video on why they love IKEA at specially created video booths in the stores. We promoted the contest through OOH, print and radio. Recognizing Saudi’s high consumption of YouTube and their appetite for comedy we hired renowned comedian Ibrahim Saleh to create a promotional video for the contest to be shared across social media and also promoted the contest on popular YouTube series “Khambalah”. The 30 make-overs were recorded to show case the transformation of the room with IKEA solutions. A 15sec TVC with snippets of these make-overs was aired on MBC along with program sponsorship, to further popularize the concept, making the winners mini celebrities.