2020/2021 Winners & Shortlists

BUY WITH YOUR TIME

Bronze Lynx

Case Film

Presentation Image

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production THE GOLDMINE FILMS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

With IKEA’s superstores located on the outskirts of the city, a trip there becomes a long journey commitment that takes time and effort. By leveraging Google Maps timeline, we saw an opportunity to reward IKEA’s loyal customers who made the trip regardless. Turning a trip barrier into a strength, we created an activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products, which resulted in 30% increase in store footfall compared to our KPI in one day.

Background

IKEA’s stores are not like any other furniture stores; they are a destination in itself. Singles, couples and families make a devoted commitment to go there specially that they’re located far away from the city centres. IKEA takes this brand loyalty seriously and in fact, the motivation for opening Dubai’s second store was so that customers living nearer to Jebel Ali would not have as far to travel for their IKEA shopping experience. In addition to thanking their customers with a brand-new store, IKEA wanted to reward them with a distinctive brand experience for all the time and effort they have invested over the years getting to IKEA’s first store instead of seeking out convenient alternatives.

Describe the creative idea (20% of vote)

We saw an opportunity to reward IKEA’s loyal customers who previously made the trip by turning the effort and time they went through to get there into a strength. By leveraging Google Maps timeline, we created a brand activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products based on the average salary* of people living in Dubai. This worked through Google Map’s timeline function that records past routes taken, where customers were able to show how many minutes they had spent on previous IKEA trips and this accumulated time was converted into a currency that allows them to spend on IKEA products. *(https://www.guide2dubai.com/living/expat-life/dubai-salary-and-pay-scale)

Describe the strategy (20% of vote)

In order to recognize IKEA’s loyal customers from singles to couples to families, especially Arab expats and Asians, it was only right to to reward them by repaying them for the time spent reaching IKEA’s stores, helping the Dubai community to make the most out of the precious time they have. This was amplified by creating a seamless brand experience, from effortlessly being able to find how much time they spent on previous IKEA trips through an application they already have (Google Maps) to delightfully finding the products in-store with the time currency implemented to showing it to the cashier in-store who converted their time into the currency they can use to buy IKEA products.

Describe the execution (30% of vote)

The activation took place on 18th of December in the day of the second store opening in Jebel Ali. Once the Jebel Ali store doors opened, the customers were able to find how much they spent on previous trips from Google Maps Timeline and then shop with their converted time currency by finding the price placements for IKEA selected products as time currencies. Seamlessly going from department to another, they were delighted to see different products as returns for their time spent on their previous IKEA trips, pick it up and feel rewarded.

List the results (30% of vote)

The activation resulted in 30% increase in store footfall compared to our KPI in one day.

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Youssef Gadallah Memac Ogilvy Dubai Group Creative Director
Nicolás López Memac Ogilvy Dubai Creative Team
Fernando Montero Memac Ogilvy Dubai Creative Team
Hadi Ballout Memac Ogilvy Dubai Client Team Leader
Amin Soltani Memac Ogilvy Dubai Head of Production
Rajaa Chami Memac Ogilvy Dubai Head of Production
Ann Vaas Memac Ogilvy Dubai Junior Producer
Preeti Hothi-Ramakrishnan Memac Ogilvy Dubai Business Director
Alaa Nour Memac Ogilvy Dubai Account Manager
Karim Sherif Memac Ogilvy Dubai Creative Director
Fati Bilal Memac Ogilvy Dubai Editor
Madhup Agarwal Goldmine Films Executive Producer
Miraj Mohamed Goldmine Films Director Of Photography
Shaharbano Zaidi Goldmine Films Producer
Sara Abdullah / Armela Atun / Mahesh Pottavathini Goldmine Films Production Assistant
Dona Vaas Goldmine Films Administration & Accounts
Carla Klumpenaar Al Futtaim IKEA GM Marketing, Communication & Interior Design
Amer Yaghi Al Futtaim IKEA Regional Communication Manager
Noha Gheith Al Futtaim IKEA Regional Digital Marketing Specialist
Binita Chowdhury Al Futtaim IKEA PR & Communication specialist