2018 Winners & Shortlists

The Campaign

A series of posters capture the most dreaded avatar of the phone screen, every phone owner has experienced atleast once – when it’s about to die from low battery. And since the products literally replace the function of the phone charging cable, the ads did the same, where we see the various products this feature is available on the screen, instead of the charger.

Creative Execution

The design philosophy of IKEA is always simple and minimal. The posters were striking capture of he most viewed possession in our lives – the phone screen. The tension of the visual is built by one of the most dreaded predicament to find ourselves in – the critical red bar of a battery that is nearly dead. The twist of the campaign lay with display of the products, which came in lieu of the charger cable. To communicate IKEA will empower that you instead.

Indication of how successful the outcome was in the market

Costing 0% in media, the campaign saw a 18% increase in the sale of Wireless Furniture, and registered 90% engagement in the Saudi Market through social media channels. The IKEA website also marked a 14% increase in traffic.

Over 60% of IKEAs customer base is millennial. But they are also a mix of locals and expats from various countries. We needed a message that was simple enough to be understood by one and all. Where the product was a pragmatic, good-looking solution to a problem. And the one thing every phone owner dreads is when they have to scramble to find a charging point for their depleted phone battery. Enter, the wireless charging range of furniture from your favourite, neighbourhood, Scandinavian problem solver.