IKEA Saudi Arabia / Saudi Arabia / 2016OOH
It's That Affordable.
IKEA Saudi Arabia priced its furniture in everyday purchases: a table worth three coffees, a nightstand worth six tubes of toothpaste, a bookcase worth two pizzas.
- Brand
- IKEA Saudi Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2016
The challenge
IKEA wanted Saudi shoppers to see its furniture as cheap enough for an ordinary budget, not a big-ticket buy.
The idea
Memac Ogilvy & Mather cut photos of IKEA pieces into strips and printed them on coffee cups, toothpaste boxes and pizza boxes. Lined up side by side like a jigsaw, the items rebuilt the table, nightstand, bookcase, lamp or bed that costs the same as the group. The series ran as outdoor and print ads.
Case study source: Digital Synopsis Source ↗
Awards
- Cannes Lions 2017Print & Publishing LionsBronze
- Cannes Lions 2016Outdoor Lions – Retail, e-Commerce, Restaurants & Fast Food ChainsGold
- Cannes Lions 2016Outdoor Lions – Retail, e-Commerce, Restaurants & Fast Food ChainsGold
- Cannes Lions 2016 Gold (Outdoor – Retail, e-Commerce, Restaurants & Fast Food Chains)
- Cannes Lions 2016 Gold (Outdoor – Retail, e-Commerce, Restaurants & Fast Food Chains, campaign)
Credits
- Creative agency
- Memac Ogilvy & Mather Dubai
