2017 Winners & Shortlists

The Campaign

IKEA Smart Storage Solutions are built keep a mess from happening. It’s where you hide all the things you don’t want others to see. Based on this insight, we found a visually playful way to show our target how, at home and in life, some things are best kept hidden if you don’t want to get caught up in a mess. So we created everyday sentences, in which, one word kept hidden inside an IKEA storage unit can cause mayhem if left out in the open. Those words are the little things we omit every day in order to live our lives in peace and perfect harmony. And it’s in those little things we hide, we found the perfect consumers’ emotional insights that connect best to IKEA’s storage functionality.

Creative Execution

IKEA’s Smart Storage solutions deserved an execution as clever and cost-efficient as they are. So we created a campaign deeply connected with consumers’ insights that establishes a direct correlation between the things we need to keep hidden from others at home and in life. So we created print ads, OOH and special in-store displays that materialize the little thoughts we keep to ourselves, by using words as objects that need to be stored out of sight in various IKEA storage units to prevent a mess from happening. With the help of IKEA Smart Solutions, a single word hidden away from a sentence is enough to ensure some well deserved peace and harmony at home. And throughout December 2016, on the media outlets and in IKEA stores nationwide how some things in life are best kept hidden away from where everyone can see them.

Indication of how successful the outcome was in the market

When it comes to results there’s nothing to hide anything. Storage sales grew way beyond expectations, 14% year-on-year; smart storage search on IKEA’s website rose 73%; conversion increased by 32,4%. footfall at IKEA’s stores increased in 61,5%. The fun contents of the IKEA Smart Storage campaign also made it the most shared campaign in IKEA’s history in Saudi Arabia, taking twitter by storm and becoming the first ever brand effort to reach the #1 spot on the trending topics.

IKEA is every family’s love brand. And as a family brand, we need to connect with families’ deepest truths, even if their truths lie in the little things relatives hide from one another to maintain peace and harmony in their lives. That’s how they prevent family mess from happening. In our campaign we highlight, not only the importance of storage at home, but also how, as human beings, we all have to keep some things hidden to keep our lives in order. With a hint of sarcasm, each of the campaign’s headlines does the job, still keeping it light, simple, true and tone-appropriate for IKEA. The same care also applies to the art direction which carries on the brand’s distinct yellow and blue, a simple and clean visual storytelling style which appeals to our broad target that encompasses different generations.