2020/2021 Winners & Shortlists

IKEA FESTIVAL SALE

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryGuerrilla Marketing & Stunts
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Placement SOCIAL LAB DUBAI, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

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 (20% 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 (30% 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

Name Company Role
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