IKEA IT'S THAT AFFORDABLE PRICE TAGS
Brand | IKEA - SAUDI ARABIA |
Product/Service | IKEA TAGS |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Use of Ambient Media: Small Scale |
Idea Creation
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MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
|
Additional Company
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MEMAC OGILVY & MATHER JEDDAH, SAUDI ARABIA
|
The Campaign
In 2017 IKEA brought “IKEA. It’s that affordable.” campaign to the next level by creating and actually applying an entirely new currency to its price tags: The IKEA Affordable currency.” This massive in-store activation brought to the brand’s stores nationwide a new set of values that displays to its customers how much an item costs using the least expensive things in their lives as a monetary measurement. A table costs 3 coffees; a nightstand, 5 tubes of toothpaste; a bed, 31 stamps. The price tag change was used as simple visual tool that would appeal to everyone from our broad target audience interested in knowing exactly how much they can save by shopping at IKEA.
Creative Execution
To show how affordable Ikea products were we took the price and turned it into a new currency. A stool equals 3 coffees. A table five packs of toothpaste. A cupboard equals 5 pizzas. This way our customers understood that you get a whole lot for the price of everyday things. So we changed the prices for graphic symbols of everyday things. The customers could now easily work out how little Ikea products were. And when they looked at how much they were getting. They loved the new currency.
By setting a new way of looking at affordability IKEA reached some impressive results: In-store sales grew 11,4% year-on-year; we sold nightstands worth the equivalent of 1000 tubes of toothpaste; 300 coffees worth of tables. A record of 200 pizzas worth of wardrobes; 1200 sodas worth of lamps; all of that with the investment of 50 bananas.
A price tag is one of the first ever forms of media. Its so old that the Romans stated it. Its also the smallest form of media. And the most challenging space for creativity. So our Ikea affordable price tags were a challenge that needed much thought. We think we have proved that even the humble price tag could be the perfect place for creativity.
Insights, Strategy and the Idea
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 the least expensive things in people’s lives to remind IKEA shop goers just how little they pay for great Swedish design. A few cups of coffee, a handful of stamps, some tubes of toothpaste, all those have very distinct shapes and would serve as glove to create a visually striking currency that could be used as new pricing system in IKEA stores nationwide. An affordable currency with ambitious goals. After all, when people are aware of how little they spend per item, they buy more items. It’s that simple. It’s that affordable.
Credits
Paul Shearer |
Memac Ogilvy Dubai |
Chief Creative Officer |
Ramzi Moutran |
Memac Ogilvy Dubai |
Executive Creative Director |
Maher El Baba |
Memac Ogilvy Jeddah |
Executive Creative Director |
Juliana Paracencio |
Memac Ogilvy Dubai |
Creative Director |
Luiz Vicente Simoes |
Memac Ogilvy Dubai |
Associate Creative Director |
Bernard Abou Nader |
Memac Ogilvy Jeddah |
Group Account Director |
Juliana Paracencio |
Memac Ogilvy Dubai |
Art Director |
Luiz Vicente Simoes |
Memac Ogilvy Dubai |
Copywriter |
Monica Yuri |
Memac Ogilvy Dubai |
Illustrator / Designer |
Bruno Rodrigo de Miranda |
Freelancer |
3D Artist |
Amro Ayman Bakri |
Memac Ogilvy Dubai |
Motion Designer |
Ben Griffiths |
Ogilvy One Dubai |
Motion Designer |
Rami Rihani |
IKEA - Saudi Arabia |
External Communication Manager |
Taha Iqbal |
IKEA - Saudi Arabia |
External Communication Manager |
Faisal Al Gain |
IKEA - Saudi Arabia |
Country Marketing Manager |