2018 Winners & Shortlists

WIRELESS CHARGING FURNITURE

Client/BrandIKEA SAUDI ARABIA
Product/ServiceWIRELESS CHARGING FURNITURE
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryUse of Mobile
CategoryMobile Advertising
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Additional Company MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Campaign

A series of social media banners 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

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. 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 feared 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.

Costing 0% in media, the campaign saw a 25% 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.

Credits

Name Company Position
Samer Abboud Memac Ogilvy Doha Managing Director
Patou Nuytemans Memac Ogilvy Dubai Chief Executive Officer
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Juliana Paracencio Memac Ogilvy Dubai Regional Creative Director
Gabriel Martinez Memac Ogilvy Doha Associate Creative Director
Taskeen Limalia Memac Ogilvy Doha Art Director
Gabriel Martinez Memac Ogilvy Doha Creative Team
Taskeen Limalia Memac Ogilvy Doha Creative Team
Bernard Abou Nader Memac Ogilvy Jeddah Group Account Director
Links
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