2017 Winners & Shortlists

FRAKTA COLLECTION

BrandIKEA - SAUDI ARABIA
Product/ServiceFRAKTA
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

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.

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.

We turned a product that almost every IKEA customer comes in contact with into a new medium to reinforce IKEA’s core philosophy. It also encouraged consumers to get creative themselves and share their ideas with other consumers and the brand.

Insights, Strategy and the Idea

The strategy was simple: turn IKEA’s biggest seller into a high reach medium that our audience could interact with.

Credits

Name Company Role
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