A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant
HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation
HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Media Placement
VIZEUM Copenhagen, DENMARK
Production
HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name
Company
Position
Jabali Ravn
Hjaltelin Stahl
Creative Director
Kenneth Kaadtmann
Hjaltelin Stahl
Creative Director
Karl Kristian Krarup Kjær
Hjaltelin Stahl
Art Director
Maj Erstrup
Hjaltelin Stahl
Copywriter
Aske Kror
Hjaltelin Stahl
Copywriter
Tim Pashen
Hjaltelin Stahl
Copywriter
Søren Brix
Hjaltelin Stahl
Account Executive
Ken Hermann
Hjaltelin Stahl
Photographer
Simon Engstrøm
Hjaltelin Stahl
Executive Creative Director
Carina Abildgaard
Hjaltelin Stalh
Account Manager
Why is this work relevant for Brand Experience & Activation?
This work is relevant for Brand Experience & Activation because we gave both existing customers as well as potential new customers a unique experience around the IKEA brand and encouraged them through the activation to consider a new and better way to shop on Black Friday
Background
In 2019, IKEA wanted to show its commitment to sustainable consumption.
But due to their democratic everyday low prices, some people perceive IKEA as “fast furniture” with durability issues. So how do you talk about sustainability when people think your products are disposable?
Describe the creative idea (20% of vote)
On a day when every retailer on planet earth was talking about the low prices we have every day, we decided to demonstrate IKEA’s durability instead. With a sale featuring only used IKEA products found on Denmark’s largest second-hand marketplace (DBA), and a direct call to action to “check DBA.dk before you buy new this Friday”. We even took over our own home page with a banner re-directing people to discover the used alternatives.
Describe the strategy (20% of vote)
As IKEA did not have any offers, we knew people wouldn’t come to the stores, but many would still visit online to see if there were any offers. So we kept the campaign strictly digital only with a few physical objects
Describe the execution (30% of vote)
We created an overlay of our webshop that would direct customers to a second-hand shop. At the same time we created SoMe posts and poster where we promoted second products that were being sold on that site
List the results (30% of vote)
The Black Friday (Re)Sale inspired shoppers to save more and waste less, proving IKEA furniture doesn’t have to end up in landfill. The message was picked up by all national news carriers and major media outlets:
3.5 MILLION NEWS COVERAGE VIEWS ON BLACK FRIDAY
+40,000 RE-DIRECTED CUSTOMERS
+877% IKEA SEARCHES ON DBA
67% OF DANES REACHED