2020/2021 Winners & Shortlists

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