2019 Winners & Shortlists

JOB INTERVIEW

BrandIKEA UAE
Product/ServiceIKEA RECRUITMENT
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryGuerrilla Marketing & Stunts
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

IKEA is known for holding a strong set of brand values that don’t just apply to the workplace, but also to the everyday. That’s why we decided to test our most recent job applicants through a simple, yet effective task. We asked candidates to assemble an office chair, that allowed us to test each candidate’s values and abilities up front, allowing us to instantly know who would be the perfect new addition to the IKEA family.

Background

Some of our values at IKEA are humbleness, leadership by example and doing things differently. That is why we wanted to find a fitting match to our family through putting these values to the test, in a fun and creative way. We decided to create a recruitment film to show potential candidates that when it comes to applying for a job at IKEA, they’re expected to think, quite literally, out of the box.

Describe the creative idea.

We see that job interviews need to be the right mix of credentials, character, and attitude in order to lock an opportunity, we created the do-it-yourself job interview, where candidates were asked to assemble an IKEA chair. Although this may seem like a simple task, patience and the right attitude are essential to successfully complete the task within a short amount of time given. If a candidate is ready to get their hands dirty to go forward with the interview, they’re instantly a suitable fit to our company culture.

Describe the strategy.

Over 80% of us aren’t completely honest in interviews. Which isn’t really surprising because we like to tell interviewers what we think they want to hear to nail the job! How much easier for companies would it be then if candidates had to physically demonstrate that they possess the right attributes and brand values for the job? Assembling IKEA furniture is not difficult, but in a stressful interview environment and with an element of surprise thrown in, takes some doing. It requires the ability to keep calm under pressure, a positive attitude and an ability to do things a little differently –all key IKEA’s values that we need our people to possess.

Describe the execution

Having been left alone in the interview room, candidates were presented with a dismantled IKEA chair and an instruction to assemble the chair to continue with the interview. During the entire process, cameras were placed in the room to examine every candidate’s reaction and progress. And there were many! Some laughed in disbelief, others contacted friends to tell them what was happening or posted on social media, a few just abandoned the task and left. And others just got on with it and successfully built their chair then sat in it to wait for the interview to commence. By the end of the task we immediately took those who successfully completed the it to the next phase of the interview.

List the results.

We hired one of them.

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Juliana Paracencio Memac Ogilvy Dubai Creative Director
Aliza Saddiqui Memac Ogilvy & Mather LLC Copywriter
Luke Morris Memac Ogilvy Dubai Head of Production
Tariq Hussein Memac Ogilvy Dubai Designer
Youssef Gadallah Memac Ogilvy Dubai Group Creative Director
Bigfoot Films Bigfoot Films Production Company
Tarek Shawki Memac Ogilvy Dubai Business Director
Ami Popat Memac Ogilvy Dubai Senior Account Manager
James Adey Big Kahuna Films Director Of Photography
Aly Seifelnasr Bigfoot Films Executive Producer
Boki Prekovic Bigfoot Films Production Manager
David Zavadescu Big Kahuna Films Editor
Carla Klumpenaar IKEA UAE IKEA Regional General Manager Marketing, Communication and Interior Design
Amer Yaghi IKEA UAE IKEA Regional Communication Manager
Binita Roychowdhury IKEA UAE IKEA PR & Communication Specialist
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