BLACK FRIDAY RE(SALE)

Silver Eurobest Award

Case Film

Presentation Image

TitleBLACK FRIDAY RE(SALE)
BrandIKEA DENMARK
Category I07. Corporate Purpose & Social Responsibility
Product/ServiceIKEA DENMARK
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
Carina Abildgaard Hjaltelin Stahl Account Manager
Ken Hermann Hjaltelin Stahl Photographer
Simon Engstrøm Hjaltelin Stahl Executive Creative Director

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

Please tell us how the brand purpose inspired the work

For years the opinions about IKEA furniture is, that they're cheap and can easily be thrown away or that they are simply of poor quality. At the same time we see thousands of used IKEA furniture being sold second hand on sites like danish DBA and Facebook Marketplace. We first and foremost wanted to change that perception while we also talked about overconsumption and the environment in one single execution. That inspired us to move people away from the stores on the biggest shopping day of the year and encouraged customers to buy second hand, if the absolutely had to buy anything.