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.