Cannes Lions

Proudly Second Best

DAVID, Madrid / IKEA / 2023

Awards:

3 Gold Cannes Lions
10 Silver Cannes Lions
2 Shortlisted Cannes Lions
Presentation Image
Film
MP3 Original Language

Overview

Entries

Credits

Overview

Background

Despite IKEA being the first option that parents choose for children’s furniture, it is not the first choice when it comes to kid’s choice, since they always prefer to be with their parents. The brief was to highlight to parents the wide selection of children furniture that IKEA offers. The main objectives were to highlight the products and create an emotional bond, especially with first-time parents.

With a limited budget, we were able to create a campaign that had an emotional impact not only on our clients, but on all parents in the selected regions all across audiovisual, social, OOH and printed media.

Execution

In the middle of a young couple's house, we see the IKEA ANTILOP HIGHCHAIR with its price next to it, in what seems a very typical IKEA catalogue’s set-up. Very subtly we hear the voice of a child somewhere in the house. Suddenly, we open the shot and discover that the little boy is eating, but not in the ANTILOP HIGHCHAIR as we would expect. He is eating comfortably on his father's lap.

Outcome

Earned Media $ 235M

Brand reach increased by a 8,1% in UAE, 7,3% in Qatar and 9% in Oman.

Web traffic in Children’s Collection Page increased by a 37% compared to the same period in 2022.

Online revenue increased by a 7,4% in Children’s Collection compared to the same period in 2022.

6,3% increase in Children’s Collection in-store sales compared the same period in 2022.

IKEA Children’s Collection was reinforced as the first option for parents.

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