2016 Winners & Shortlists

IKEA. IT'S THAT AFFORDABLE

Silver
Client/BrandIKEA
Product/ServiceIKEA SPECIAL OFFERS
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPoint of Sale & Consumer Touchpoints
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency 2 MEMAC OGILVY & MATHER JEDDAH, SAUDI ARABIA
Media Agency CARAT SAUDI ARABIA Jeddah, SAUDI ARABIA

Brief Explanation

IKEA’s target audience is very broad but one thing they have in common is: they all search for great design for affordable prices. But when the audience gets used to lower prices, sometimes they forget just how good of a deal they have in their hands. So with a limited budget and a big insight IKEA decided to remind its customers only in IKEA you get beautiful Scandinavian design for as little as a few cups of coffee or some toothpastes.

The Brief

The client asked the agency to create a reminder to all IKEA shop goers of how affordable their furniture is. After all it’s not everywhere that people can get beautiful Scandinavian design for the price of a coffee.

How the final design was conceived

IKEA is all about modern and iconic design and to visually express its affordability, the agency had to find something as iconic. So we did an extensive research of all the ordinary things we buy for little money to remind IKEA shop goers just how little they pay for great Scandinavian design. A few cups of coffee, a handful of stamps, toothpastes, all those have very distinct shapes and would serve as the perfect canvas for our idea: show that IKEA furniture is as affordable as the least expensive things in our everyday lives.

Indication of how successful the outcome was in the market

The posters merge two affordable icons in one, creating the ultimate affordable design ad. Stamps, coffee cups, toothpastes, soda cans and IKEA furniture are fused in a way that brings elegance to a poster campaign that is basically about offers. A visually striking campaign that reminds IKEA customers they don’t have to pay much to get great Scandinavian design. ?

Credits

Name Company Position
Paul Shearer Memac Ogilvy Chief Creative Officer
Ramzi Moutran Memac Ogilvy Executive Creative Director
Attila Nyeki Memac Ogilvy Ksa Executive Creative Director
Juliana Paracencio Memac Ogilvy Associate Creative Director
Luiz Vicente Simoes Memac Ogilvy Associate Creative Director
Juliana Paracencio Memac Ogilvy Art Director
Luiz Vicente Simoes Memac Ogilvy Copywriter
Bruno Rodrigo de Miranda Freelancer Illustrator
Maya El Kai Memac Ogilvy Arabic Copywriter
George Serhan Memac Ogilvy Ksa Art Director
Rami Rihani Memac Ogilvy Ksa Senior Account Manager
Taha Iqbal IKEA Saudi Arabia External Communication Manager
Faisal AlGain IKEA Saudi Arabia Country Marketing Manager