Al-Futtaim IKEA / United Arab Emirates / 2022Promo
Fits Anywhere Radio Catalogue.
IKEA promoted furniture for small spaces with a radio catalogue made of very short ads that could fit into small gaps in programming.
- Brand
- Al-Futtaim IKEA
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2022
The challenge
Showcase IKEA's Small Space Value Collection and its value to people living with limited room.
The idea
For the price of a one-minute radio commercial, the agency placed more than 20 brief product spots in unexpected spaces across radio programming, making the media demonstrate the collection's promise.
Results
- VML reports an 8% increase in sales and a 22% increase in website visits.
Case study source: VML Source ↗
Awards
- Dubai Lynx 2022 — Grand Prix, Radio & Audio (https://www.dubailynx.com/hala-lynx/2022-dubai-lynx-winners-announced)
- The One Show 2022 — Shortlist, Radio & Audio: Broadcast – Series; Innovation in Radio & Audio (https://www.vml.com/work/fits-anywhere-radio-catalogue)
Credits
- Brand
- Al-Futtaim IKEA
- Creative agency
- Wunderman Thompson Riyadh
- Chief creative officers
- Paul Shearer and Chafic Haddad
- Executive creative directors
- Rayyan Aoun and Carlos Camacho
- Associate creative director
- Vishal Munyal
- Sound designer
- Brenton Afonso
- Producer
- Shivani Sehgal
