2022 Winners & Shortlists

Why is this work relevant for Integrated?

As IKEA ceased production of its iconic catalogue, we had to reach differently millions of people in the region. We launched our new positioning – Make your home a space that changes with you – with a musical film online that resonated with the target audience, as well as OOH and print. We asked people to share with us their life changing moments, to inspire others. We posted the song on digital platforms like Spotify to further the campaign and ensure we were still a part of people’s life, and we brought the conversation also on ground with tactical

Background

After IKEA iconic catalogue was dropped forever, we had to find a different way to reach people. The brief was to get closer to IKEA customers, to demonstrate that the brand knows them well, and entertain them in a way that is truly Ikea. The objective was to reach and resonate with them, enhancing awareness about the more than 1200 IKEA products we stock, generating clicks to the website and conversions.

Describe the creative idea

The day when everything changed. We all have experienced it at least once in our life. We showed how people were overcoming even the saddest or most unexpected changes, using the universal language of music and singing about them. The video shows the lives of real people with real challenges. It throws light on the days when the course of their life changed in a wide range of scenarios including; the day they got married, the day they found out they were pregnant, the day they lost their job or got a new one, the day their parents decided to live with them, the day their children decided to move back in and the day they left their empty nesters. With everything changing, the video conveys how one must change their home to match the direction their life takes. OOH, print, music platforms, with UGC and social was also used.

Describe the strategy

An Emirati home normally includes many generations: children, parents, grandparents, and even great grandparents. While family time brings a lot of joy to many people, we all need a space where we can destress and enjoy our own sanctuary. Now, more than ever, the definition of homes have changed; Home is where the kitchen is, the family room is, the me-corner is, the outdoor garden is, and the office is. For these reason we had to diversify our target audience: families of every size, from Emirati to expats, use and consume different media, go to malls, listen to the music, etc. We decided to use a musical approach to reach wider audience, and we selected media carefully to reach all the component of the family, from the older to the younger ones.

Describe the execution

The campaign kicked-off with the video and we used that to start the conversation, using also OOH and print, across one month. Then we asked people online to share their life changing moments, how they impacted their life, sparkling conversation around it and around IKEA solutions for any change. At the same time we published the song and we created on ground experience through out the month. Then we implemented the campaign with cut downs of the film to reach better segmented target audiences.

List the results

Website traffic: +15.28% Clicks: +14.48% Impressions +16% Store footfall: 9% Sales +21%