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IKEA: ‘Will you marry me with a Vallen Key’


With Valentine’s Day around the corner, Al-Futtaim IKEA has rolled out a fun campaign ‘Vallen Key.’

It aims to offer couples the chance to propose uniquely with the Allen Key in a ring box engraved with the message ‘Will you move in with me?’

The campaign also allows lovers and couples to stand a chance to win a romantic dinner at the IKEA restaurant, complete with a professionally captured proposal video and their exclusive Allen Key.

To participate in IKEA’s Instagram contest, people are invited to follow IKEAUAE on Instagram and share their love stories using the hashtag #IKEAVallenKeyProposal. The most memorable and creative entries will be shortlisted for the prize.

The contest runs until February 14th and couples are invited to head to the IKEA store on Valentine’s Day to own the Allen Key which is available to the first 100 customers.



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The brand’s social media marketing strategy focuses on posting offers, events, and news on social media accounts. It engages with its target audience effectively by celebrating love, and commitment and creating memories.

This develops a sense of community and consumers feel an emotional connection which helps brand loyalty and future sales.

Social media platforms and community marketing play a key role in influencing consumer choices and building trust with consumers.

Carla Klumpenaar, GM Marketing & Communications, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman said, “I couldn’t be prouder of the unique campaign we launched at Al-Futtaim IKEA for Valentine’s Day this year. Our Vallen Key initiative isn’t just about offering a product; it’s about creating moments of pure joy and unforgettable memories for our customers. We’re thrilled to be a part of love stories across the UAE, helping couples take their relationships to the next level with our exclusive Vallen Key. This campaign embodies the spirit of innovation and commitment that IKEA stands for, and I’m excited to see the impact it will have on our customers’ lives.’’

Ali Rez, Chief Creative Officer, IMPACT BBDO, said: “A diamond might be forever, but a Vallen Key is forever while helping you build a Hemnes bedroom dresser. So much more useful.”

Credits for the campaign:

Brand – Al-Futtaim IKEA
Carla Lumpenaar – GM Marketing, Communications & Interior Design, UAE Qatar Egypt & Oman
Dina AlSahhar – Regional Marketing Manager, UAE, Qatar, Oman, Egypt
Houda Sfar – Regional Marketing Specialist

Creative Agency – IMPACT BBDO Dubai
Chief Creative Officer – Ali Rez
Jad El Rabahi – Managing Director
Moiz Khan – Associate Creative Director
Rima Hussein – Business Director
Shabeer Shahan – Designer
Islam Gadkarim – Head of content
Kevin Mibzar – Content Creator
Kareem Alali – Account Manager
Sandeep Fernandes – Copywriter

PR Agency – Impact Porter Novelli
Claire Lawson – General Manager
Shifa Al Usman – Senior Account Manager
Tamara Hamadeh – Junior Account Manager
Tejeswar Mohapatra – Account Executive

Production – Yippee Ki-Yay Sydney
Simon Ingerson – Production