Brand | AL FUTTAIM |
Product/Service | IKEA |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Use of Stunts |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
PR
|
IMPACT PORTER NOVELLI Dubai, UNITED ARAB EMIRATES
|
Production
|
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
ROOTS ADVERTISING Dubai, UNITED ARAB EMIRATES
|
The Campaign
Arabic Reassembled was an in-store activation inspired by IKEA's iconic style of assembling furniture from parts, encouraging kids to assemble words from letters. Targeted to an audience of young families, it kicked off with the creation of limited edition wooden letters packaged in IKEA boxes, complete with assembly instruction manuals. Hundreds of children interacted with the products, and experienced the joy of reconnecting with Arabic in a fun environment. The event reflected IKEA's brand spirit while educating kids through play.
Creative Execution
The experiential event was implemented in IKEA's stores, using a custom made promotional item, produced locally. Custom made sets of Arabic letters that could be assembled into words were strategically placed on small tables in the kids' section of the store.
With over 300 participants in IKEA stores, Arabic Reassembled is a small-scale initiative with a budget of <USD 15,000 and a successful part of the brand's Corporate Social Responsibility efforts, helping raise awareness about the Arabic language and reconnecting people to it.
In addition to the in-store participation, the activation had 86,540 social impressions, 2,005,760 PR impressions and a PR value of $147,000. After seeing the success the activation has achieved thus far, another social media rollout is planned in the coming weeks.
This CSR-based campaign aimed to address a social issue, and instead of going anywhere else, looked inwards to use the most effective medium to reach out to the core target audience of young families - the IKEA store.
Insights, Strategy and the Idea
Our approach was to capitalize on one of IKEA's core equities: Their expertise in assembly, and extend it to an unexpected domain: Language. This allowed us to directly engage our young audience visiting the IKEA store with their parents in a fun activity, the IKEA way.
With the knowledge that the store already receives high footfall, we were able to reach our target audience without needing media spend, and ensure that costs would be minimal for the most effective use of media.
Credits
Paul Shearer |
Impact BBDO Dubai |
Chief Creative Officer |
Omar Al Jabi |
Impact BBDO Dubai |
Creative Director |
Ahmed El Goweiny |
Impact BBDO Dubai |
Business Strategy Director |
Shweta Tariq |
Impact BBDO Dubai |
Senior Copywriter |
Yousef Ashram |
Impact BBDO Dubai |
Head of Arabic Copywriting |
Celine Barakat |
Impact BBDO Dubai |
Senior Arabic Copywriter |
Rasha El Saadi |
Impact BBDO Dubai |
Senior Art Director |
Madhu Kunhappan |
Impact BBDO Dubai |
Art Director |
Nicolaas Van Der Merwe |
Impact BBDO Dubai |
Art Director |
Mohsen Mahbob |
Impact BBDO Dubai |
Visual Graphic Artist |
Mohammed Sarakhosh |
Impact BBDO Dubai |
Digital Designer |
Penelope Siebert |
Impact BBDO Dubai |
Business Unit Director |
Rasha Lambe |
Impact BBDO Dubai |
Account Director |
Rama El-Azzouni |
Impact BBDO Dubai |
Account Manager |
Charlotte Adam |
Impact BBDO Dubai |
Account Manager |
Sarah Jackson |
Impact Porter Novelli |
Associate Director |
Kaye Rawlings |
Impact Porter Novelli |
Consultant |
Amanj Nouri |
Impact Porter Novelli |
Senior Account Executive |
Suresh Subramanian |
Freelance |
Photographer |