2022 Winners & Shortlists

BUY WITH YOUR TIME

Short List
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

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

Name Company Role
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