2019 Brand Experience & Activation
|Category||C07. Customer Acquisition & Retention|
|Product/Service||DEMOCRATIZING HOME-FURNITURE FOR PEOPLE WITH DISABILITIES WITH 3D PRINTED ADD-ON|
|Entrant||McCANN Tel Aviv, ISRAEL|
|Idea Creation||McCANN Tel Aviv, ISRAEL|
|Media Placement||McCANN Tel Aviv, ISRAEL|
|PR||McCANN Tel Aviv, ISRAEL|
|Production||McCANN Tel Aviv, ISRAEL|
|Sigal Abudy||McCann TLV||VP Creative|
|Eldad Weinberger||McCann TLV||CCO|
|Nadav Pressman||McCann TLV||CCO|
|Adrian Botan||McCann Europe||VP Creative|
|Eldar Yusupov||McCann TLV||Copywriter|
|Dana Moshkowitz||McCann TLV||Art Director|
|Kfir Peretz||McCann TLV||Art Director|
|Eddie Goldenberg||McCann TLV||Creative Technology|
|Idan Kravitz||McCann TLV||Copywriter|
|Yiftach Sarig||McCann TLV||Copywriter|
|Michal Popov||McCann TLV||VP Clients|
|Bat El Assyag||McCann TLV||Account Supervisor|
|Sapir Zagury-Geva||McCann TLV||Account Manager|
|Neva Zerah||McCann TLV||VP Production|
|Emmanuelle Raz||McCann TLV||Producer|
|Meital Zeevi||McCann TLV||Digital Producer|
|Keren Goldenzweig||McCann TLV||Strategic Planner|
|Catalin Dobre||McCann Bucharest||VP Creative|
|Carmen Bistrian||McCann Europe||CEM|
|Sanjiv Mistry||McCann London||ECD|
|Jamie Mietz||ECD||McCann London|
|Catalin Paduretu||McCann Bucharest||Art Director|
|Jeremy Reichman||McCann London||Producer|
|Corina Nica||McCann Bucharest||Corporate PR Executive|
|Yuval Wagner||Access Israel||founder|
|Michal Rimon||Access Israel||CEO|
|Nachman plotinzky||Milbat NGO||general manger|
|Yael shaked bregman||Milbat NGO||Deputy general manager|
|Mariana ben david||Milbat NGO||Industrial designer|
|Tomer Fadael||Milbat NGO||Industrial designer|
Why is this work relevant for Brand Experience & Activation?This case presents the story of how IKEA managed to make its product experience accessible to an audience often neglected by furniture manufacturers: people living with disability. We achieved this by tapping into insights from special needs communities, and by implementing advanced 3D printing technology.
backgroundIkea’s mission is “To create a better everyday life for the many people’”. Our ultimate brand experience is achieved when we provide well-designed furniture that is functional and affordable for the mass. So when we found out that people with special needs struggle with our most iconic items, from opening our “Billy bookcase” closet to getting up from our “Karlstad” sofas, we knew that it’s an opportunity to take our brand experience to the next level. The brief was simple yet challenging: how can we create a better everyday-life for people with special needs? How can we make IKEA more accessible? Campaign objectives: 1. Provide a solution for people with disabilities, so they can enjoy IKEA’s products. 2. Make sure this solution is heard-of, easy-to-get, and affordable for people with disabilities. Anywhere, anytime. 3. Spark a bigger change, by building awareness and generating a conversation around the issue of accessibility.
Describe the creative idea (20% of vote)Introducing ThisAbles: democratizing home-furniture for people with disabilities, with 13 add-ons, that simply hack our iconic items, making them finally accessible. Each add-on is solving a different accessibility issue: Sofa elevating-legs for easier ascend, lamp button-enlargement, super-zipper for all of our pillows-covers. To deliver a comprehensive and a total brand experience, we made our solution fully accessible - through each and every touchpoint. First, products were designed in a minimalist and precise way to simplify their use to the max. We made them free to download at thisables.com - as an open-sourced models, available for 3D-printing, anywhere, anytime. For those who wish to watch and experience our add-ons, and to enjoy them at the ultimate IKEA experience (the physical store) - we constructed the first-ever accessible space in IKEA stores. And for further understanding and exploration we built a well-thought website designed to make installment and use super-easy.
Describe the strategy (20% of vote)We turned our target audience, people with disabilities – into our no.1 advisors, and they taught us a painful but shuttering truth: it is in their own home where people with disabilities feel really “different”. Surrounded by bulky, unpleasant furniture that scream “Disabled!”, while all they want is to enjoy the same furniture as everybody else. Our strategy was therefore to hack our most iconic products, and tweak them to be finally accessible. But in order to create a real 360 comprehensive IKEA EXPERIENCE , we had to go far beyond, and make sure 2 major conditions are fulfilled: 1. It has to be IKEA = it has to be super-easy, functional, and affordable. We provided 3D printed models available to download, anywhere, anytime. 2. It has to be present in the ultimate IKEA experience = the IKEA physical store customer journey. So we constructed the first-of-it’s-kind retailer accessibility space.
Describe the execution (30% of vote)Bringing ThisAbles to life started with one question: how can we tailor make our products specifically to our target audience and drive affective response? The answer: a one-week hackathon, hosted with our special need target audience, consulting with product engineers, accessibility experts and IKEA’S designers. Together we focused on inventing the right add-ons that would truly simplify the use of our products. Ultimately, we created 13 add-on - each answering the biggest pain points our target audience face. To make sure it was heard-of and available for all – Online, we presented our complete project through a designated website: ThisAbles.com. Physically, we created an accessible space showcasing all our products, allowing the public try and 3D print the add-ons on the spot. To make sure the products kept their IKEA look & feel even through 3-D printer - so we also designed a manual to recreate them around the world.
List the results (30% of vote)The response rate within our target audience was high: Online visits of more than 45K people from 127 countries who visited our website ThisAbles.com, thousands of downloads of our 3D add-ons. Offline, in IKEA’s stores, sales of our 13 iconic items grew up by 33% shortly after the project was launched and 37% increase of product sold (vs 2018). We also intrigued our target audience - and made them keep searching for more: +1500% in no. of visits to the websites of our non-profit organizations partners. We met our target audience in 2 critical engagement touch points: The IKEA space: we brought them in by creating a special physical store The product itself: designed specifically for the audience, serving as a communication tool to deliver our message. Thus, we were able to create a direct connection between IKEA and the consumers and change the way they used IKEA for good.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.