IKEA Alsulaiman and Memac Ogilvy KSA have recently launched a social media campaign for the Swedish brand in Bahrain.
The campaign, titled ‘LIKEA’ aims to playfully integrate IKEA’s products into well-known idioms, sparking conversation and inviting viewers to reimagine how IKEA fits into their own homes.
“IKEA’s vision is to create a better everyday life for many people. Doing so goes beyond meeting the day to day needs, it is about realising and inspiring better living in every corner of the home,” said Rami Rihani, Acting Chief Marketing Officer, IKEA Alsulaiman – Saudi Arabia & Bahrain.
Rihani explained that the social media campaign aims to inspire shoppers to live better.
“Through this campaign, we bring IKEA closer to people’s lives; reinforcing the brand’s enabling role in being an integral part of their daily aspirations,” he said.
The social media campaign was designed with the aim of triggering curiosity and encouraging participation by using familiar phrases in unexpected ways.
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Jorge Ruiz, Associate Creative Director at Memac Ogilvy KSA said, “We think [LIKEA] is a goldmine for creating stories that people can see themselves in. Just like those phrases you pick up from life and become a part of you? We want IKEA to be like that too. Stories about real life with real people, the really good stuff.”
Jamil Asidy, Executive Creative Director Memac Ogilvy KSA, also commented on the strategy behind the campaign’s design. “We wanted to stand out by making the best out of the ad space, just as IKEA Products does with spaces like ‘Smart and Clever Solutions’. ‘LIKEA’ from IKEA, what a great big ‘LIKED’ idea.” he said.
Credits
Memac Ogilvy KSA
Managing Director of KSA: Ziad Ghawi
Executive Creative Director: Jamil Asidy
Creative Director: Jorge Ruiz
Executive Strategy Director: Jose Bronze
Account Management: Zeina ElRefai & Ghalia Abdelsalam
IKEA Alsulaiman
Acting Chief Marketing Officer: Rami Rihani
Country Marketing Manager: Ebba Ourfali
Social Media Leader: Raneem Kayal
Social Media Specialist: Rafal Flimban
