2018 Winners & Shortlists

The Campaign

A series of social media banners capture the most dreaded avatar of the phone screen, every phone owner has experienced at least 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 banners were striking capture of the 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.

Results

Costing 0% in media, in 24 hours, the campaign saw a 18% increase in the sale of Wireless Charging Furniture, and registered 90% engagement in the Saudi Market through social media channels. The IKEA website also marked a 14% increase in traffic.

We used stories on the IKEA’s Instagram and Snapchat accounts to hijack phone screens with fit-to-screen banners. These banners were designed to look like their phones were out of charge, driving people to swipe the banner and leading them to IKEA’s e-commerce page where they could purchase the range of wireless charging furniture.

In Saudi Arabia, 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 Scandinavian problem solver.

English Translation of Main Headlines

With its range of wireless charging furniture, IKEA once again empowers the design-conscious millennial, with sleek, practical furniture and cutting edge technology. And since the products literally replace the function of the phone charging cable, the ads did the same.