2020/2021 Winners & Shortlists

OUTDOORS

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Additional Company DÈJÁVU Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Integrated?

We targeted people across different mediums. We gave people regular news updates on instagram and facebook, in magazines and also had our own twitter channel that gave frequent updates from the outdoors.

Background

• Situation In 2020, the world stayed indoors. Thanks to the Pandemic, people weren’t stepping outdoors and were instead spending more time watching Netflix, Amazon Prime, Apple TV and the like. • Brief Get people to buy IKEA’s outdoor furniture. • Objectives We needed to get people interested in unscripted real life and show them that the outdoors can be just as bingeworthy.

Describe the creative idea

Our idea: Breaking news from the outdoors. We gave the outdoors its own news channel where all the exciting things happening outside were presented as breaking news. So the sunrise and the sunsets, the shifts in the breeze, the births and deaths of little creatures in the grass and in the foliage – all of them became news. Across channels (Facebook, Instagram, Twitter), we showed our audience just how entertaining the outdoors can be. • How the creative strategy directly influenced the creative execution If we could get our audience to look at our content, at what was happening outdoors and see it in that light, then we would have planted in their minds the thought that there is a lot to be appreciated in the world outside their doors. And all thanks to IKEA, because it offers them a comfortable, modern, convenient way to enjoy it all.

Describe the strategy

IKEA wanted to promote its outdoor furniture range. But in 2020, IKEA’s competition wasn’t other outdoor furniture marketers. Instead, the competition was the indoors - Netflix, Amazon Prime and the like that kept people inside and on their screens. We had to take the higher ground and make the outdoors sound just as if not more attractive than the indoors. Because just as a big-screen TV, a comfortable couch and a load of snacks can make a Netflix experience better, so too, IKEA’s wide range of comfortable outdoor furniture can make the outdoors more enjoyable.

Describe the execution

If we could get our audience to look at our content, at what was happening outdoors and see it in that light, then we would have planted in their minds the thought that there is a lot to be appreciated in the world outside their doors. And all thanks to IKEA, because it offers them a comfortable, modern, convenient way to enjoy it all.

List the results

IKEA’s outdoor furniture sales went up by 77%. 20% increase in website visits for outdoor furniture.

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Gautam Wadher Memac Ogilvy Dubai Creative Director
Alok Mohan Memac Ogilvy Dubai Creative Director
Alok Mohan Memac Ogilvy Dubai Copywriter
Juggi Ramakrishnan Memac Ogilvy Dubai Copywriter
Fernando Montero Memac Ogilvy Dubai Copywriter
Gautam Wadher Memac Ogilvy Dubai Art Director
Nicolas Lopez Memac Ogilvy Dubai Art Director
Hadi Ballout Memac Ogilvy Dubai Client Services
Alaa Nour Memac Ogilvy Dubai Client Services
Haya Dajani Memac Ogilvy Dubai Client Services
Brence Dsa Memac Ogilvy Dubai Producer
Nour Safieh Memac Ogilvy Dubai Social team
Stephanie Mukherjee Memac Ogilvy Dubai Social team
Carrol D'souza Memac Ogilvy Dubai Social team
Lara Gammoh Memac Ogilvy Dubai Social team
Tareq Al Tamimi Memac Ogilvy Dubai Social team
Manasvi Gosalia Deja Vu Executive Producer
Jayesh Kilpady Deja Vu Editor
Binita Chowdhury Al Futtaim IKEA PR and Communication Specialist
Carla Klumpenaar Al Futtaim IKEA GM MARKETING, COMMUNICATION, HF and retail design
Amer Yaghi Al Futtaim IKEA Regional Marketing Manager
Noha Gheith Al Futtaim IKEA Regional Digital Marketing Specialist
Links
Social Media URL