Al-Futtaim IKEA / United Arab Emirates / 2026Social · Digital & Tech · Promo
The Swedish Test.
For back-to-school season, IKEA UAE turned the challenge of pronouncing its Swedish product names into a TikTok game with gift cards at stake.
- Brand
- Al-Futtaim IKEA
- Agency
- Ogilvy Amsterdam
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2026
The challenge
Create a playful, participatory back-to-school experience that draws people into the brand during a busy season.
The idea
A voice-recognition filter tests players on IKEA product names, moving from familiar names to harder ones. Correct answers increase the chance of winning an IKEA gift card, encouraging people to share their attempts.
Results
- Ogilvy's executive creative directors reported that users spent an average of more than two minutes interacting with the brand.
Case study source: Ogilvy Source ↗
Credits
- Brand
- Al-Futtaim IKEA
- Creative agency
- Ogilvy Amsterdam
- Executive creative directors
- Nicolás López and Fernando Montero
