Brand | IKEA - SAUDI ARABIA |
Product/Service | FRAKTA |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Promotional Item Design |
Idea Creation
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MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
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The Campaign
We simply printed a set of lines on the inside of each FRAKTA bag turning it from “just” a bag into a product with endless possibilities. It’s pretty much reflecting what the entire product range of IKEA promises. People were now able to turn the bag into items like a baby bib or an apron, picnic mats and even fun items like pet raincoats and camel mounts.
Creative Execution
The bags were placed right at the cashier of our 3 stores in Saudi Arabia where FRAKTA bags are usually placed and had the potential to reach every shopper.
We started this project as a test market to see how well the change is being received and whether or not to roll it out on a bigger scale. So far the response has been overwhelmingly positive.
Indication of how successful the outcome was in the market
The small change turned a functional product into an effective communication medium without a significant increase in production costs. It communicated IKEA’s core philosophy of making more from less effectively. On top of that it encouraged its audience to share their own ideas with other consumers and the brand.
The strategy was simple: turn IKEA’s biggest seller into a high reach medium that our audience could interact with.
Credits
Paul Shearer |
Memac Ogilvy Dubai |
Chief Creative Officer |
Ramzi Moutran |
Memac Ogilvy Dubai |
Executive Creative Director |
Sascha Kuntze |
Memac Ogilvy Dubai |
Creative Director |
Sascha Kuntze |
Memac Ogilvy Dubai |
Copywriter |
Juliana Paracencio |
Memac Ogilvy Dubai |
Associate Creative Director |
Irfan Ghani |
Memac Ogilvy Dubai |
Design Director |
Irfan Ghani |
Memac Ogilvy Dubai |
Designer Director |
Hyunseo Yoo |
Memac Ogilvy Dubai |
Designer |
Hyunseo Yoo |
Memac Ogilvy Dubai |
Illustrator |
Tamara D'Costa |
Memac Ogilvy Dubai |
Agency Producer |
Bernard Abou Nader |
Memac Ogilvy Jeddah |
Account Director |
Toil & Tinker |
Toil & Tinker |
Production |