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 Stahl
Account Manager
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 strategy
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
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
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