IKEA UAE recently brought the Swedish brand’s promise of “everyday low prices with great value” to life with a new value campaign by Wunderman Thompson. Comprising two campaigns including ‘Fits Anywhere’ radio spots and a ‘Value Calendar’, the work highlights how IKEA delivers true value for their customers.
To showcase IKEA UAE’s Small Space Value Collection, a range of furniture that easily fits into small spaces to put them to big use, Wunderman Thompson Riyadh launched the world’s first IKEA radio catalogue that actually fits anywhere. ‘Fits Anywhere’ was a series of extremely short radio ads that were placed in unpredicted small spaces in programming. For the cost of a one-minute radio commercial, the agency launched over 20 different short spots promoting all of the items in the Collection. Following the campaign, sales were up 8% and website visits were up 22%, and the work went on to win the Grand Prix in Radio at Dubai Lynx with IKEA named Advertiser of the Year at the Festival.
Carla Klumpenaar, GM Marketing, Communication, HF and Retail Design from IKEA Al Futtaim said: “At a time when retailers across the UAE are fiercely competing for footfall through traditional discounts and out-of-season sale events, the focus seems to revolve around saving more than anything else. Both campaigns reflect what IKEA is all about – offering something for everyone and proving yet again that IKEA offers value anytime, anywhere. We’re delighted to have won the Grand Prix in Radio at Dubai Lynx for the ‘Fits Anywhere’ spots, showing that through this partnership we’re adding a little value to people’s lives every day.
Client Name: Al Futtaim
Campaign Title: Value Fits Anywhere Radio
Agency: Wunderman Thompson Riyadh
Chief Creative Officer – Global Clients: Paul Shearer
Chief Creative Officer: Chafic Haddad
Executive Creative Director: Rayyan Aoun
Executive Creative Director: Carlos Camacho
Head Of Design: Shine KM
Associate Creative Director: Vishal Munyal
Account Director: Nadine Hadidi
Sound Engineer/Sound Designer: Brenton Afonso
Producer: Shivani Sehgal
Executive Producer: Wilbur D’Costa