The great immediate result of the Covid-19 crisis is that economic difficulties and inequalities are going to increase and people will need help in their day to day in order to provide a true home for them and for their families.

•Situation

Brands have to do their bit to help improve the situation. For this reason, in 2020, IKEA committed to reinvesting all the profits obtained during that year in optimizing its manufacturing processes to reduce the price of hundreds of its products and make them even more accessible to everyone.

•Brief

Communicate IKEA's contribution to society in this difficult time that we have had to live by lowering the price of hundreds of its products.

•Objectives

Increase of brand desire.

Increase of perception of IKEA´s fitting my budget.

Penetration in key target groups

Increase the Engagement Rate in the IKEA Family members

CONTEXT

Spanish society has always been known for its solidarity when things get tough.

IDEA

Based on this insight, we brought to life the popular Spanish saying ‘arrimar el hombro’, ‘stand shoulder to shoulder’ in English, as a visual metaphor to symbolise how society helps each other during difficult times.

IKEA wanted to celebrate those who came together and united, whilst drawing inspiration from them and lowering the price of hundreds of their products.

SOLUTION

To bring to life the concept of ‘standing shoulder to shoulder’ we created a choreography to tell the story of how society helps each other when most needed. The choreography was supported by an iconic Spanish song from the 80s that talks about the rewards of helping each other. To make the song resonate with modern times it was performed by hip, indie band Delaporte.

Many homes are suffering the consequences of this economic crisis. In difficult moments, our society always shows how people react spontaneously to help each other, and brands shouldn’t be less. That’s why IKEA also takes a step forward by lowering its prices to collaborate in helping these families.

IMPLEMENTATION

The film is a homage to all those who help each other during difficult times. It tells the story of a girl who has to move temporarily with her sister, because of the economic crisis. The older sister realising she has no bedroom to offer her, goes to IKEA to solve the problem, now that their prices are even lower. Embarked on a journey to the retailer, the community helps her out, standing ‘shoulder to shoulder’ with each other. This sentiment continues in the store with the coworker. Finally, the sisters share an emotional moment made possible by IKEA’s commitment to stand with society and help out when most needed.

TIMELINE

The campaign will be on air from 11 April to 3 May in paid media.

PLACEMENT

Online video and social media platform.

The campaign is on air recently, we don't have any results yet.