Brand | AL FUTTAIM IKEA |
Product/Service | IKEA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Real-time Response |
Idea Creation
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Why is this work relevant for PR?
We took advantage of a big topic news that travelled all over the world: Messi was leaving Barcelona, after a 21 years long and happy love story. We thought it was a perfect opportunity to bring the brand in the conversation, using its strong personality and Point of views.
Background
IKEA’s strong brand personality has a fun, quirky, yet caring nature. For this reason it is always rewarding to jump on trending topics without seeming inauthentic.
Messi was leaving FC Barcelona and die-hard Messi fans would be heartbroken.
Our objective was to create affinity with this category of people that in UAE are in a huge number.
Describe the creative idea (20% of vote)
We created a post as a reactive piece of social content in response to Messi leaving FC Barcelona. We knew die-hard Messi fans would be heartbroken — so we wanted to help fans always keep a piece of Messi’s legacy.
So instead of being tucked away in their wardrobes as a reminder that they could never wear it during another game, IKEA decided to help fans frame the t-shirt in their homes and get prepared for future trophies.
Describe the PR strategy (30% of vote)
A 21 years of legacy is worth framing, and we've got exactly what you need.
Describe the PR execution (20% of vote)
We use the posts on IKEA owned social channels just the day Messi announced he was living Barcelona, with an historical press conference.
List the results (30% of vote)
Reach: over 300K
Impressions 500K with 2 posts only
Engagement: 13 times bigger that the average IKEA UAE engagement rate
Positive sentiment increased by 15%
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
Chief Creative Officer |
Aliya Khatri |
Memac Ogilvy Dubai |
Copywriter |
Wael Al Yousuf |
Memac Ogilvy Dubai |
Head of Planning |
Hadi Ballout |
Memac Ogilvy Dubai |
Managing Partner |
Yazan Al Khayali |
Memac Ogilvy Dubai |
Social Media Executive |
Dina Al Sahhar |
Al Futtaim IKEA |
Regional Digital Marketing Leader |
Carla Klumpenaar |
Al Futtaim IKEA |
GM Marketing, Communication, HF, and Retail Design (UAE, Qatar, Egypt |
Alaa Nour |
Memac Ogilvy Dubai |
Senior Account Manager |
Nour Safieh |
Memac Ogilvy Dubai |
Social Media Manager |
Dina Sami |
Memac Ogilvy Dubai |
Social Creative Director |
Links
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Website URL
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