THE BOOK THAT WILL CHANGE YOUR LIFE
Brand | AL FUTTAIM IKEA |
Product/Service | IKEA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Social Video |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production
|
HANZO FILMS Dubai, UNITED ARAB EMIRATES
|
Production 2
|
OCEANA STUDIOS Dubai, UNITED ARAB EMIRATES
|
Background
With over 200 million copies distributed every year, the IKEA catalogue is one of the most read books in the world. Our challenge was to launch the 2020 edition by living up to people’s expectations.
Describe the strategy
The IKEA catalogue is the ultimate self-help book. With this campaign we shared its powerful secret with the world. By changing their home environment, anyone anywhere can benefit from the power of positive thinking. They can stop worrying, start living, win friends, influence people and cope when someone else moves their cheese. And with all the sustainable living solutions in these pages, they can even create a new earth.
Describe the execution
The launch film revolves around Ali, a slob who has his life transformed once he finds the IKEA Catalogue. We follow his journey as he becomes a guru of the catalogue, sought out by everyone from shepherds to diplomats, all wanting to know which page number holds the answer to their particular issues. Stressed? Go to page 123. The right bedroom will help you sleep better and wake up more relaxed. Lonely? On page 100, you’ll find out how to make your home feel more welcoming and conducive to new relationships. We used the same format to speak to people online and on-air. We listened in on people’s problems on social media and offered solutions straight out of the book. We solved problems on the radio and we turned reviews of the book into ads.
List the results
Voted best Ikea Catalogue release campaign globally. 124% increase in sales vs year before. 111% increase in website traffic vs year before. 174% increase in number of online orders vs year before. 15% increase in store footfall vs year before.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
CCO |
Alok Mohan |
Memac Ogilvy Dubai |
Creative Director / Copywriter |
Tarek Shawki |
Memac Ogilvy Dubai |
Account Management |
Alaa Nour |
Memac Ogilvy Dubai |
Account Management |
Selin AlNazer |
Memac Ogilvy Dubai |
Account Management |
Luke Morris |
Memac Ogilvy Dubai |
Agency Producer |
Hiyam Itani |
Freelance |
Production |
Samir Mallal |
Oceana Studios |
Director |
Andrij Parekh |
Oceana Studios |
Director Of Photography |
Hijaz Moosa |
Hanzo Films |
Executive Producer |
Danny Sawaf |
Oceana Studios |
Executive Producer |
Moskitos FIlms Moskitos FIlms |
Moskitos FIlms |
Line Producer |
Kaan Acemi |
Moskitos FIlms |
Producer |
Theo Boswell |
Freelance |
Production Designer |
Nik Hindson |
The Assembly Rooms |
Editor |
Joseph Bicknell |
Company 3 |
Colourist |
Eppie Bowler / Amanda Pilnik |
Company 3 |
VFX Supervisor |
Francesco D'Andrea |
Freelance |
Licensing |
Patch Rowland |
Machine Sound |
Sound Engineer |
Matej Oreskovic |
Machine Sound |
Audio Director |
Carla Klumpenaar |
Al Futtaim IKEA |
Account Management |
Amer Yaghi |
Al Futtaim IKEA |
Account Management |
Noha Gheith |
Al Futtaim IKEA |
Account Management |
Benita Chowdhury |
Al Futtaim IKEA |
Account Management |
Athina Lalljee |
Memac Ogilvy Dubai |
Copywriter - Social |
Yasmin Mustafa |
Memac Ogilvy Dubai |
Account Management |
Jane Tapang |
Memac Ogilvy Dubai |
Animation |
Hussein Krayem |
Memac Ogilvy Dubai |
Videographer |
Links
Video URL