Brand | IKEA UAE |
Product/Service | IKEA 2018 CATALOGUE |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of Ambient Media: Large Scale |
Idea Creation
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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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
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
Social Media URL