2020/2021 Winners & Shortlists

IKEA 2

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Large Scale
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?

IKEA's number 2 installation was a visual language that spread the message of second IKEA store being now open.

Background

IKEA was launching their second store in Dubai and wanted to create awareness about it, generating word-of-mouth in the city and driving footfall to the store.

Describe the creative idea (20% of vote)

We created a visual language depicting the number 2 created from IKEA furniture to spread the message that the second IKEA store is now open.

Describe the strategy (20% of vote)

We geo-targeted areas in Jebel Ali and all locations next to it. We focused on demography of families and young couples.

Describe the execution (30% of vote)

We created different KV that were used across Dubai's outdoor. We ran social films from December to February and had the installation for 9 days starting Dec 18, 2019.

List the results (30% of vote)

- 10.7 M impression - 30% increase in first day visitors than expected -52.7% VTR

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai CCO
Youssef Gadallah Memac Ogilvy Dubai Creative Director
Andre Souza Memac Ogilvy Dubai Designer
Stella Parkes Freelance Copywriter
Katherine Handfelt Memac Ogilvy Dubai Copywriter
Gaurav Maitreya Memac Ogilvy Dubai Copywriter
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
Stephanie Mukherjee Memac Ogilvy Dubai Strategy
Carrol DSouza Memac Ogilvy Dubai Account Management
Madhup Agarwal Goldmine Films Production
Umran Sheikh Goldmine Films Director Of Photography
Miraj Mohamed Goldmine Films Editor
Graham Tooby Goldmine Films Photography
Andronico Del Rosario Goldmine Films Production
Armela Atun / Mahesh Pottavathini Goldmine Films Production
Shaharbano Zaidi Goldmine Films Production
Christopher Marais Goldmine Films Production
Caroline Ismail Goldmine Films Production
Action Filmz Action Filmz Crew
Dona Vaas Goldmine Films Administration
Carla Klumpenaar Memac Ogilvy Dubai Account Management
Amer Yaghi Al Futtaim IKEA Account Management
Noha Gheith Al Futtaim IKEA Account Management
Benita Chowdhury Al Futtaim IKEA Account Management