2015 Winners & Shortlists

Results and Effectiveness

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. • 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 increase 21% reaching 56K fans Twitter followers increase 430% reaching 23,100 followers

Creative Execution

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.

Insights, Strategy and the Idea

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. We had to communicate ‘IKEA solutions’ to the consumers. Another trend is that consumers wait for the weekend to go furniture shopping, even though all stores are crowded and busy on weekends. IKEA wanted to create a different shopping behaviour and promote ‘week day’ shopping. Objectives: 1. Creatively drive traffic to the stores (measured by footfall) - increase visitation by 15% from 1.2MM to 1.4MM visitors 2. Increase the volume of sales by 15% 3. Drive awareness and consideration (Engagement figures –likes, views, shares on social). To increase website visitors from 225,000 to 325,000 per month To achieve this we launched a celebratory 30th Anniversary campaign that would reward the consumer and the client.