The smallest IKEA store in the world by Memac Ogilvy & Mather Dubai for IKEA

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The smallest IKEA store in the world

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Creative Director Ben Knight Geometry Global Dubai
Art Director Gary Rolf
Copywriter Sascha Kuntze, Gary Rolf, James Bisset
Released May 2012

Awards

Clio Awards, 2013
Digital/Mobile Banners & Rich Media Advertising Silver
Direct Digital/Mobile Bronze

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: IKEA
Product/Service: IKEA
Agency: MEMAC OGILVY & MATHER
Regional Creative Director: Robin Smith (Ogilvy Action)
Creative Director: Ben Knight (Ogilvy Action)
Art Director: Gary Rolf (Ogilvy Action)
Copywriter: Gary Rolf (Ogilvy Action)
Graphic Design: Gary Rolf (Ogilvy Action)
Copywriter: Sascha Kuntze (Memac Ogilvy)
Copywriter: James Bisset (Ogilvy Action)
Technical Director: Jens Steffen (Ogilvy One)
Technical Director: Niv Baniahmad (Ogilvy One)
Technical Director: Hamza Afaq (Ogilvy One)
Account Executive: Farnoush Pourebrahim (Ogilvy One)
Technical Assistance: Ali Mokdad (Ogilvy Action)
Technical Assistance: Fouad Abdel-Latif (Ogilvy Action)
Technical Assistance: Lina Safstrom (Ogilvy Action)
Technical Assistance: Nadia Rahman (Ogilvy Action)
Regional Director: Claus Adams (Ogilvy Action)
CRM/Online Manager: Katja Sottmeier (Ikea)
Media placement: Web Banner - Www.immobilienscout24.de - 15/04/12

Describe the brief/objective of the direct campaign.
IKEA believes that no matter how cramped your space, there’s always a solution. We wanted to communicate this, while providing consumers with a practical solution for their time and space constraints.
We targeted new and existing IKEA customers (anyone looking for studio flats as well as 1- or 2-bedroom apartments) by opening the World’s smallest IKEA store in the real estate section of community websites.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People looking for small apartments in big cities are very space conscious. They also often don’t have much time to browse our huge stores. So we wanted to take our space conscious store to them; and let them buy what they needed right there and then. We gave consumers the complete solution; in a 10.5 × 8.8cm space. An entire IKEA store, in a web banner.

Explain why the creative execution was relevant to the product or service.
IKEA believes everyone should make the most of their space. It’s demonstrated in the way we design and pack our products. This was the perfect opportunity to do the same in the way we display and sell them too. Consumers expect their local IKEA to be giant; so to be greeted with the complete contents of an IKEA store in a web banner perfectly anticipated their needs.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We only just launched the store, but the outlook is promising. Within the first week, the banner had an astonishingly high click through rate of 101%, which means 16.273 impressions generated 16.384 click throughs.