Brand | AL FUTTAIM IKEA |
Product/Service | IKEA |
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
|
Media Placement
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SOCIAL LAB DUBAI, UNITED ARAB EMIRATES
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Why is this work relevant for Media?
In order to draw attention to an end-of-season sale we created the world’s largest gift-wrapped house. By actually gift wrapping a house we wanted consumers to know that they could gift themselves a brand-new home for Christmas and could literally refurbish their house for very little money.
Background
IKEA had an end-of-season sale on a select range of products. But during a busy holiday period where every brand is slashing prices and crying from the rooftops how can IKEA announce its end-of-season sale and be heard?
Our objective was to draw attention to the IKEA end-of-season sale and convince our audience that this was the best time to buy. The idea had to resonate with multiple nationalities and economic backgrounds.
Describe the creative idea / insights (30% of vote)
IKEA created the world’s largest gift-wrapped house. An entire house wrapped from inside out and top to bottom. Since, IKEA’s end of the year holiday season offers were so good, customers could literally refurbish their house for very little money. In other words, they could gift themselves a brand-new home for Christmas.
Describe the strategy (20% of vote)
IKEA becomes even more affordable during its end-of-season sale and we focused on two target groups who we knew would be most receptive to the sale. The first group was smart buyers who aim to get good quality products at the lowest possible prices. They can be found scrolling the internet looking at prices and for the next big deal. The second group was discount fanatics who value sales and discounts. Their behavior changes massively during promotional campaigns.
Our campaign had to not only get noticed but also communicate that consumers can get a lot for very little money.
Describe the execution (20% of vote)
We gift wrapped an entire house, over a period of 24 hours and filmed the entire process. We shared a stop motion edit of our film through social channels on the 18th of December.
List the results (30% of vote)
The campaign garnered 48.1 million impressions, a 60% increase in online sales, a 38% increase in website traffic and 52% increase in e-commerce.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
CCO |
Youssef Gadallah |
Memac Ogilvy Dubai |
Creative Director |
Gary Rolf |
Memac Ogilvy Dubai |
Art Director |
Gaurav Maitreya |
Memac Ogilvy Dubai |
Copywriter |
Nada Selim |
Memac Ogilvy Dubai |
Designer |
Rhoderick Ballesteros |
Memac Ogilvy Dubai |
Designer |
Amin Soltani |
Memac Ogilvy Dubai |
Director / Producer |
Tarek Shawki |
Memac Ogilvy Dubai |
Account Management |
Hadi Ballout |
Memac Ogilvy Dubai |
Account Management |
Alaa Nour |
Memac Ogilvy Dubai |
Account Management |
Selin AlNazer |
Memac Ogilvy Dubai |
Account Management |
Asmaa Ahmed |
Memac Ogilvy Dubai |
Strategy |
Nour Safieh |
Memac Ogilvy Dubai |
Account Management |
Leena Maria Alyedreessy |
Memac Ogilvy Dubai |
Account Management |
Stephanie Mukherjee |
Memac Ogilvy Dubai |
Account Management |
Carrol DSouza |
Memac Ogilvy Dubai |
Account Management |
Manasvi Gosalia |
Deja Vu |
Production |
Pratixa Kanojia |
Deja Vu |
Production |
Pranali Diwadkar |
Deja Vu |
Production |
Kavya Iyer |
Deja Vu |
Production |
Ayas K |
Deja Vu |
Director Of Photography |
Rizwan Maple |
Deja Vu |
Production |
Mary Bou Akl |
Deja Vu |
Post Production |
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 |