2020/2021 Winners & Shortlists

THE BOOK THAT WILL CHANGE YOUR LIFE

Grand Prix

Case Film

Presentation Image

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production HANZO FILMS Dubai, UNITED ARAB EMIRATES
Production 2 OCEANA STUDIOS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Integrated?

We utilized multiple media platforms to introduce the 2020 Ikea catalogue and communicate our positioning of - The Book That Will Change Your Life. Beginning with a film that told the story of a slob who has his life transformed once he finds the IKEA Catalogue - the ultimate book that holds all the answers. Then, we solved people’s every problem by responding with a page number from the Ikea catalogue. We spoke to people directly on social media platforms, on radio and used what people had to say about our book and converted them into print and outdoor communication.

Background

With over 200 million copies distributed every year, the IKEA catalogue is one of the most read books in the world. Our challenge was to launch the 2020 edition by living up to people’s expectations.

Describe the creative idea

We positioned the 2020 Ikea catalogue as ‘The book that will change your life’. We introduced a change agent. A man on a mission to show the world that change is only a page-number-in-the-Ikea-catalogue away. Our entire campaign had that energy of change mixed with ample humour and a fresh voice. The launch film revolves around Ali, a slob who has his life transformed once he finds the IKEA Catalogue. We follow his journey as he becomes a guru of the catalogue, sought out by everyone from shepherds to diplomats, all wanting to know which page number holds the answer to their particular issues. We then continued the idea on ground and online by solving people’s problems with different page numbers from the catalogue.

Describe the strategy

The IKEA catalogue is the ultimate self-help book. With this campaign we shared its powerful secret with the world. By changing their home environment, anyone anywhere can benefit from the power of positive thinking. They can stop worrying, start living, win friends, influence people and cope when someone else moves their cheese. And with all the sustainable living solutions in these pages, they can even create a new earth.

Describe the execution

The launch film revolves around Ali, a slob who has his life transformed once he finds the IKEA Catalogue. We follow his journey as he becomes a guru of the catalogue, sought out by everyone from shepherds to diplomats, all wanting to know which page number holds the answer to their particular issues. Stressed? Go to page 123. The right bedroom will help you sleep better and wake up more relaxed. Lonely? On page 100, you’ll find out how to make your home feel more welcoming and conducive to new relationships. We used the same format to speak to people online and on-air. We listened in on people’s problems on social media and offered solutions straight out of the book. We solved problems on the radio and we turned reviews of the book into ads.

List the results

Voted best Ikea Catalogue release campaign globally. 124% increase in sales vs year before. 111% increase in website traffic vs year before. 174% increase in number of online orders vs year before. 15% increase in store footfall vs year before.

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai CCO
Alok Mohan Memac Ogilvy Dubai Creative Director / Copywriter
Tarek Shawki Memac Ogilvy Dubai Account Management
Alaa Nour Memac Ogilvy Dubai Account Management
Selin AlNazer Memac Ogilvy Dubai Account Management
Luke Morris Memac Ogilvy Dubai Agency Producer
Hiyam Itani Freelance Production
Samir Mallal Oceana Studios Director
Andrij Parekh Oceana Studios Director Of Photography
Hijaz Moosa Hanzo Films Executive Producer
Danny Sawaf Oceana Studios Executive Producer
Moskitos FIlms Moskitos FIlms Moskitos FIlms Line Producer
Kaan Acemi Moskitos FIlms Producer
Theo Boswell Freelance Production Designer
Nik Hindson The Assembly Rooms Editor
Joseph Bicknell Company 3 Colourist
Eppie Bowler / Amanda Pilnik Company 3 VFX Supervisor
Francesco D'Andrea Freelance Licensing
Patch Rowland Machine Sound Sound Engineer
Matej Oreskovic Machine Sound Audio Director
Carla Klumpenaar Al Futtaim IKEA Account Management
Amer Yaghi Al Futtaim IKEA Account Management
Noha Gheith Al Futtaim IKEA Account Management
Benita Chowdhury Al Futtaim IKEA Account Management
Athina Lalljee Memac Ogilvy Dubai Copywriter - Social
Yasmin Mustafa Memac Ogilvy Dubai Account Management
Jane Tapang Memac Ogilvy Dubai Animation
Hussein Krayem Memac Ogilvy Dubai Videographer
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