2022 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

How does a brand make people aware of its lesser-known Small Space Value Collection through a radio spot? Ikea did exactly that through some smart thinking, innovative executions, strategic media placements and optimum use of a limited budget. Ikea drew parallels between the use and functionality of its Small Space Value Collection, a range of furniture that easily fits into any teeny-tiny space and puts it to big use, and the ability of the short radio spots to fit in unutilized, dead and unpredicted spaces on air. If there was a space (as less as 2 seconds) available between radio ads, we used it to fit our radio spot. If RJs took a pause, or was waiting for someone to pick up their calls, we plugged in our radio that could actually fit anywhere. Quite like Ikea’s Small Space Value Collection.

Cultural / Context information for the jury

Ikea is a global home furnishing brand that brings affordability, design and comfort to people all over the world. Everyone knows that. However, not a lot of us know that Ikea also stands for space-saving solutions and has a range of furniture dedicated to that, called the Small Space Value Collection. Ikea needed to make people aware of its Small Space Value Collection in way that is clear, concise and intriguing to increase sales and save space. Because let’s face it, who doesn’t want some extra space at home?

Script. Provide the full to radio/audio script in English.

IKEA Shelf Unit. 29 Dirhams. VALUE FITS ANYWHERE. IKEA Storage Table. 125 Dirhams. VALUE FITS ANYWHERE. IKEA Basket. 25 Dirhams. VALUE FITS ANYWHERE. IKEA Vesken Shelf. 29 Dirhams. VALUE FITS ANYWHERE. IKEA Malm Drawer. 295 Dirhams. VALUE FITS ANYWHERE. IKEA Kullen Drawer. 49 Dirhams. VALUE FITS ANYWHERE. IKEA Kvistbro Table. 125 Dirhams. VALUE FITS ANYWHERE. IKEA Malm Drawer. 249 Dirhams. VALUE FITS ANYWHERE. IKEA Klippan Sofa. 795 Dirhams. VALUE FITS ANYWHERE. IKEA Risatorp Basket. 25 Dirhams. VALUE FITS ANYWHERE. IKEA Lote Drawer. 125 Dirhams. VALUE FITS ANYWHERE IKEA Chest of 2 Drawers. 49 Dirhams. VALUE FITS ANYWHERE.

Explain how the work innovatively used the radio / audio medium.

Ikea drew parallels between the use and functionality of its Small Space Value Collection, a range of furniture that easily fits into any teeny-tiny space and puts it to big use, and the ability of the short radio spots to fit in unutilized, dead and unpredicted spaces on air for an entire day. If there was a space (as less as 2 seconds) available between radio ads, we used it to fit our radio spot. If RJs took a pause, or were waiting for someone to pick up their calls, we plugged in our radio that could actually fit anywhere. Quite like Ikea’s Small Space Value Collection