2019 Winners & Shortlists

IKEA NAP DELIVERY

BrandIKEA UAE
Product/ServiceIKEA 2018 CATALOGUE
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Large Scale
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

The IKEA Nap Delivery truck promoted the sampling of its new bedroom range of products, when people needed it most. IKEA converted their traditional delivery trucks into furnished bedrooms. Using social listening, we launched the campaign by offering the Nap Delivery service to people complaining about lack of sleep online in Dubai. People could order their naps with a direct message and a simple hashtag. Instead of people going to the IKEA store, the store conveniently pulled up wherever they were, to offer them what they needed most. A power nap in a comfortable, well-designed mobile bedroom.

Background.

Dubai is a city that never sleeps. While it’s famous for how fast things happen here, it comes at an infamous price. A 24/7, grueling work culture for the men and women with competitive jobs in the city. The brief to the agency was to get people to try out the quality of IKEA’s new bedroom range, which would upgrade your sleep. Studies showed that a third of Dubai's residents suffer from a lack of sleep. The objective of the campaign was to get people excited about experiencing the products and get as many people to store. IKEA decided to grab people’s attention by starting a new service altogether. Giving the city that never sleeps, somethings it’s busy, hard-working population might appreciate - a nap delivery service.

Describe the creative idea.

IKEA created Nap Delivery - a whole new service that delivered naps to drowsy people across Dubai whenever or wherever they needed it most. Offering their furnished mobile showrooms as a comfortable place to take a power nap. It got people excited about sampling IKEA’s new bedroom range, allowing them to experience and appreciate IKEA's quality beds in a totally unique way - by sleeping in them.

Describe the strategy.

The campaign was targeted at the young, working professionals in the UAE, who are early on in their careers and need to put in the hours. With the rents and high cost of living of Dubai, this demographic was most likely to have smaller apartments and living spaces, converting the backs of their traditional delivery trucks into entire, furnished bedrooms. 8 showrooms on wheels took the store all over the UAE, grabbing the attention of people everywhere. People could order their naps with a direct message and a simple hashtag on social media. Instead of people going to the IKEA store, the store convenient pulled up wherever they were, to offer them what they needed most. A power nap in a comfortable, welcoming bedroom.

Describe the execution.

Using social listening, we launched the campaign by offering the Nap Delivery service to people complaining about lack of sleep online. For two weeks, 8 delivery trucks showcased 8 uniquely designed bedrooms, fitted in with IKEA’s most comfortable bedroom range products all over the UAE. People could order their naps with #UpgradeToIKEA. They could enjoy 30 minute power naps, testing the quality and comfort of the new bedroom range in the perfect setting.

List the results.

The Nap Delivery Truck campaign created over 2 million impressions online in 2 weeks. The naps were overbooked by over 200% and IKEA store traffic increased by 6%. The bedroom range saw 10% spike in sales. With enquiries and trials in-store, nearly tripling. The IKEA Nap Delivery trucks were covered on popular websites in the Middle East, and were the subject on several podcasts and radio shows. It sparked debates about the fact that a third of the population in the UAE suffer from lack of sleep, and that 9 out of 10 people get less that six hours of sleep everyday.

Credits

Name Company Role
Juliana Paracencio Memac Ogilvy Dubai Creative Director
Gary Rolf Memac Ogilvy Dubai Group Head Senior Creative
Majken Gram Memac Ogilvy Dubai Associate Creative Director
Troels Popp Memac Ogilvy Dubai Associate Creative Director
Rohit Venkatesh Memac Ogilvy Dubai Senior Copywriter
Logan Allanson Memac Ogilvy Dubai Creative Director
Gabriel Martinez Memac Ogilvy Doha Art Director
Fernanda Gil-Pier Memac Ogilvy Doha Copywriter
Shamim Ansari Memac Ogilvy Dubai Designer
Tariq Hussein Memac Ogilvy Dubai Designer
Mark Cruzem Memac Ogilvy Dubai Sr. Digital Designer
Amro Bakri Memac Ogilvy Dubai Designer
Tarek Shawki Memac Ogilvy Dubai Business Director
Mahmoud Hassan Memac Ogilvy Dubai Group Account Director
Ami Popat Memac Ogilvy Dubai Senior Account Manager
Sonam Mahadev Social@Ogilvy Account Manager
Basma Abdou Social Account Executive
Sawsan Abdillahi Social Lab Associate Account Director
Carla Klumpenaar IKEA UAE IKEA Regional General Manager Marketing, Communication and Interior Design
Amer Yaghi IKEA UAE IKEA Regional Communication Manager
Binita Chowdhury IKEA UAE IKEA PR & Communication Specialist
Madhup Agarwal Goldmine Films Executive Producer
Ayas Goldmine Films Director
Duncan Kemp Director of Photography Goldmine Films
Farha Moon Goldmine Films Producer
Miraj Mohammad Goldmine Films Editor
Links
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