2020/2021 Winners & Shortlists

Background

IKEA believes in creating happy homes. But with today’s busy schedules and modern technology, it’s become far too familiar for family members to live in their own bubbles. IKEA wanted to get children and parents to spend more time together.

Describe the creative idea

Inspired by IKEA’s philosophy of the fun is always in the making, we created ‘Play-vember’. An entire month of challenges designed to get kids thinking, moving, doing and away from screens. Every day a new challenge was released for kids and parents to answer using things around the home. They made drum kits, superhero capes, storybooks and badges together. And in-store, we gave away playable posters that kids could turn a simple sheet of paper into things like basketball hoops, catapult and kites. Little hands that used to be tapping ipads were now busy cutting paper, crafting cards, cups and crowns.

Describe the strategy

We found that children in the Middle East spend more than 5 hours a day behind screens and that too much screen time causes irreversible brain damage and impairs their development. So, how could IKEA turn consuming lazy content into active playtime?

Describe the execution

Inspired by IKEA’s philosophy of the fun is always in the making, we created ‘Play-vember’. An entire month of challenges designed to get kids thinking, moving and doing. Every day a new challenge was released for kids and parents to answer using things around the home. They made drum kits, superhero capes, storybooks and badges together. And in-store, we gave away playable posters that kids could turn a simple sheet of paper into things like basketball hoops, catapult and kites. Little hands that used to be tapping ipads were now busy cutting paper, crafting cards, cups and crowns.

List the results

We reached over 2,372,000 minds with only $11,000 and generated a PR value of USD $1.5 million.