Memac Ogilvy launched a special campaign for Father’s Day for IKEA Al-Futtaim.
The campaign tapped into the insight that parents in the UAE spend only 30 minutes with their their children on a daily basis.
Shifting their focus from furniture to fathers, the campaign did away with the traditional price tags, instead replacing them with “assembly hours” on select products.
The “assembly hours” are portrayed to be hours that fathers could spend with their kids building furniture together, while enjoying some bonding time.
According to the brand, “building furniture comes naturally to many dads” and it invites everyone to gift their father the time spent building the furn
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