Brand | AL FUTTAIM IKEA |
Product/Service | IKEA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production
|
THE GOLDMINE FILMS Dubai, UNITED ARAB EMIRATES
|
Summary of the work
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)
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.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
Chief Creative Officer |
Youssef Gadallah |
Memac Ogilvy Dubai |
Group Creative Director |
Nicolas Lopez |
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 |
Goldmine Films |
Production Assistant |
Armela Atun |
Goldmine Films |
Production Assistant |
Mahesh Pottavathini |
Goldmine Films |
Production Assistant |
Dona Vaas |
Goldmine Films |
Administration & Accounts |
Carla Klumpenaar |
Al Futtaim IKEA |
GM Marketing, Communication, HF, and Retail Design (UAE, Qatar, Egypt, and Oman) |
Amer Yaghi |
Al Futtaim IKEA |
Regional Communication Manager |
Noha Gheith |
Al Futtaim IKEA |
Regional Digital Marketing Specialist |
Binita Chowdhury |
Al Futtaim IKEA |
PR and Communication Specialist |