Cannes Lions
RETHINK, Toronto / IKEA / 2022
Awards:
Overview
Entries
Credits
Background
Brands spend upwards of 300 Million dollars sponsoring the UEFA Euro 2020. In 2021, the tournament dominated the media landscape as the first major international sporting event with fans in the stands in over a year. With the world watching, brands like Coca-cola and Visa were fighting to own the moment. IKEA wanted to create some noise during the tournament. But not being a sponsor made it extremely difficult.
IKEA is transforming into a leading brand in sustainability, pledging to be fully circular by 2030. During a post-game press conference, Portuguese legend Christiano Ronaldo made headlines when he pushed away the Coca-Cola bottles in front of him and held up a bottle of water saying “Agua.”
That moment cost Coca-Cola a reported 4 Billion dollars and gave IKEA the perfect opportunity to promote a sustainable message and ultimately hijack the conversation of the tournament with a recyclable IKEA water bottle.
Idea
We reacted in real-time with our response, blasting a reactive post across our social channels. Our post featured IKEA’s famous reusable glass KORKEN water bottle on a white background with IKEA's low price and we re-named the bottle to “CRISTIANO” while echoing Cristiano Ronaldo’s message, drink water, but sustainably.
We used Instagram in the way it was meant to be used - in real time. What looked like a typical product ad from the brand on people’s feeds was actually an interesting, timely take on an event that was taking over the news. Ronaldo’s act was something people were talking about, and we used social channels as a way to not only get in on that conversation, but to drive an actual business objective in increasing awareness around IKEA’s sustainability value.
Strategy
IKEA’s brand purpose is to create a better everyday life for the many people. This shows up across IKEA’s offering from their core business in home furnishings with products for a variety of living situations inspired by democratic design to sustainable supply chains, offsetting their carbon footprint, and initiatives designed to solve for human problems and betterment of the planet. We used the moment of UEFA to capitalize on the large social conversation and public attention dedicated to the tournament to intercept with our sustainability message in real-time. Through the creative, we both contributed to the UEFA social conversation and sparked new conversation about IKEA during the tournament.
Execution
To capitalize on the moment, we had to move fast, creating and posting on organic social channels in real-time. As the post gained traction, we were able to add paid media support to amplify the reach and capitalize on the momentum it had already created. The execution exemplified the power of one simple placement on social media and the speed at which a sticky idea can spread.
Outcome
The post exploded online, earning global attention. Our social execution earned us 700 million earned impressions in 48 hours and $25 million in paid media value. We made our post shoppable and saw a 14% increase in sales the day of the post and an increase of 7% in web traffic. CRISTIANO became IKEA’s most talked about social post ever. And while we weren’t a sponsor of the Euro and not didn’t pay a single dollar to be part of the tournament, IKEA became the #2 most talked about brand of the tournament.
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