This work is relevant to the category because inflation is one of the topics that people talk about on a daily basis and it was relevant to our consumers. Also, in this campaign, the product is at the centre of the ad, and that is something to emphasize in print campaigns.

Inflation provides the cultural context for this campaign. Given the global rise in inflation in recent years, this complex macroeconomic concept has become an everyday topic in the mainstream media. In the UAE, prices for the furnishing sector rose along with the country’s inflation rate.

Situation: Inflation refers to a sustained increase in the general price level of goods and services in an economy over time. Currently, global inflation is being driven by various factors, including supply chain disruptions, increased demand, and government stimulus measures. In the Middle East, rising food and fuel prices have contributed to inflation, which is expected to persist in the near term.

Brief: Find an interesting way to say IKEA furniture is affordable.

Objective: Fight back the decline of the purchasing power caused by inflation by driving more sales. Remind our audience that IKEA provides affordable furnishing solutions without compromising on quality. The target audience for this campaign is current and potential IKEA customers who are price-conscious and value-driven.

Impressions: 713M.

Earned Media: Dhs 3.2M.

Web traffic increased by 26% compared to February 2022.

Online revenue increase of 5% compared to February 2022.

Reach increase of 3% compared to February 2022.

Customers in both of the markets where the campaign ran, the United Arab Emirates and Qatar, continue to see IKEA as an affordable option.