IKEA / UAE / 2024Digital & Tech · Social
IKEA Iconic Outdoors.
The best outdoor views many people in the UAE see are their desktop wallpapers. To launch its outdoor collection, IKEA turned each product into a folder icon so people could furnish those landscapes.
- Brand
- IKEA
- Agency
- Memac Ogilvy
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Heat for most of the year makes outdoor living hard in the UAE. Al-Futtaim IKEA needed a fresh way to launch its Outdoor Collection.
The idea
Memac Ogilvy designed every item in the collection as a downloadable folder icon on IKEA's website. People replaced their desktop folders with the icons and arranged them into outdoor setups on their wallpapers. A competition followed, and the three best setups were shown on in-store screens across the region.
Results
- 194,100 furniture icons downloaded and 3,992 setups created, according to the Dubai Lynx entry
- 26.7 million impressions, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Direct – Co-Creation & User-Generated ContentBronze
Credits
- Creative agency
- Memac Ogilvy Dubai
- Media placement
- EssenceMediacom
- Additional company
- Chop Chop Film
- Head of Social, Memac Ogilvy & Mather LLC
- Karl Hitti
- Social Director, Memac Ogilvy & Mather LLC
- Ahmed Nour
- Senior Social Account Manager, Memac Ogilvy & Mather LLC
- Yara Maalouf
- Social Account Executive, Memac Ogilvy & Mather LLC
- Layan Abdo
- Community Manager, Memac Ogilvy & Mather LLC
- Dina Elkharaz
- Community Manager, Memac Ogilvy & Mather LLC
- Dana Salama
- Chief Creative Officer, Memac Ogilvy & Mather LLC
- Gautam Wadher
- Creative Director, Memac Ogilvy & Mather LLC
- Moemen Metwally
- Senior Copywriter, Memac Ogilvy & Mather LLC
- Carl Khoury
- Senior Art Director, Memac Ogilvy & Mather LLC
- Alicia McBride
- Senior Graphic Designer, Memac Ogilvy & Mather LLC
- Joseph Al Khabbaz
- Senior Strategy Manager, Memac Ogilvy & Mather LLC
- Yasmina Raydan
- Managing Director, Memac Ogilvy & Mather LLC
- Hadi Ballout
- Business Director, Memac Ogilvy & Mather LLC
- Kevin Kurian
- Account Director, Memac Ogilvy & Mather LLC
- Alaa Nour
- Senior Account Manager, Memac Ogilvy & Mather LLC
- Georges Enkiri
- Senior Account Executive, Memac Ogilvy & Mather LLC
- Nicole Correia
- GM, Marketing, Communication and Interior Design, IKEA Al-Futtaim
- Carla Klumpenaar
- Regional Marketing Manager, IKEA Al-Futtaim
- Dina Al Sahhar
- Regional Digital Marketing Leader, IKEA Al-Futtaim
- Jay Quadras
- Regional Marketing Specialist, IKEA Al-Futtaim
- Mohamed Maihoob
- Regional Marketing Specialist, IKEA Al-Futtaim
- Houda Sfar
- Associate Media Director, Essence MediaCom
- Waseem AlDada
- Performance Manager, Essence MediaCom
- Sohail Khan
- Media Manager, Essence MediaCom
- Toqa Mohamed
- Senior Performance Executive, Essence MediaCom
- Mohammad Ghalayini
- Senior Media Executive, Essence MediaCom
- Muneeb Khan
- Senior Performance Executive, Essence MediaCom
- Ali Mallah
