2019 Winners & Shortlists

HAILSTORM IN ISTANBUL

Grand Prix

Case Film

Presentation Image

Client/BrandIKEA
Product/ServiceIKEA
EntrantTBWA\ISTANBUL, TURKEY
Type of EntrySocial & Influencer
CategoryReal-Time Response
Idea Creation TBWA\ISTANBUL, TURKEY

Background.

On the 27th of June 2017, a major storm hit Istanbul and damaged many cars parked outside. In June 2018, when authorities warned citizens that a new hailstorm had been coming, people took “serious” precautions, like covering cars with carpets.

Describe the creative idea.

Parked cars covered with IKEA carpets on them and released an Instagram post which become the most popular topic during the storm.

Describe the strategy.

So this was a great opportunity for IKEA to create a disruptive product displays which fits the brand’s tone of voice.

Describe the execution.

Parked cars covered with IKEA carpets on them and released an Instagram.

List the results.

While all posts were getting 2-3K likes, a single activation got nearly 100K likes, 4.000 comments and 2M engagements.

Credits

Name Company Position
Ilkay Gurpinar TBWA\Istanbul Chief Creative Officer
Arkın Kahyaoğlu TBWA\Istanbul Creative Director
Ela Bilgisel TBWA\Istanbul Deputy Managing Director
Esma Suna Erdoğan TBWA\Istanbul Creative Group Head
Erdem Güler TBWA\Istanbul Copywriter
Bilgin Aydın TBWA\Istanbul Copywriter
Ece Aktürk TBWA\Istanbul Art Director
Ecem Yurdagül TBWA\Istanbul Art Director
Burçin Birim TBWA\Istanbul Brand Director
Yekta Elvin Öncel TBWA\Istanbul Brand supervisor
Ayça Demirbaş TBWA\Istanbul Brand Executive
Evrim Saraçoğlu TBWA\Istanbul Head of Production
Nevra Aydın TBWA\Istanbul Production Manager
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