| Title | IKEA PETUNES |
| Brand | IKEA BELGIUM |
| Product/Service | ALL |
| Category |
A05. Music / Sound Design |
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Entrant
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Idea Creation
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Media Placement
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Production
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Post Production
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Credits
| Gregory Ginterdaele |
Ogilvy Social.Lab |
Executive Creative Director |
| Antoinette Ribas |
Ogilvy Social.Lab |
Senior Art Director & Concept Provider |
| Awie Erasmus |
Ogilvy Social.Lab |
Regional Strategy Director |
| Caroline Charles |
Ogilvy Social.Lab |
Account Director |
| Morgane Morel |
Ogilvy Social.Lab |
Account Manager |
| Elliot Steed |
Ogilvy Social.Lab |
Senior Social Media Strategist |
| Fernando Carreira |
Monsterboy |
Website creator and developer |
| Lara Silber |
Ogilvy Social.Lab |
Motion Designer |
| Xavier Vanderplancke |
Ogilvy Social.Lab |
Graphic Designer |
Describe the creative idea
IKEA, leader in design and innovation, is always looking for ways to bring solutions and simplify its customer’s lives. In 2019, IKEA launched its new LURVIG catalog, a furniture collection designed for pets. However, studies showed people do not consider IKEA as a place to buy pet furniture.
This is why IKEA challenged us to change this perception by bringing added value to pet owners beyond their products and of course sell the new collection.
Our insight was rooted into a simple truth: pets hate being home alone, they get stressed and destroy furniture. That’s because they miss their owners, but also because they miss their own furniture. However, music proved itself to be a powerful calming force. And that is how IKEA Pets Tunes was born.
On World Animal Day, we launched the campaign by transforming IKEA online product catalog into relaxing music albums for dogs and cats.
Describe the execution
The playlists were composed by sound engineers who followed the advice of animal behaviourists and musicologists. Taking into consideration that dogs can hear up to 44 000 HZ and cats up to 77 000 HZ, each song was composed with a specific amount of HZ frequencies designed to relax and calm pets.
Each one of the playlists illustrates a well-known problem for pet owners. For example: “Never bite the sofa again” or “Curtains are not for climbing” corresponding to the length of the absence of the owner. This allowed owners to choose from 200 tracks such as “Oops I bit it again” or “Rolling in the Sheets”. Each track was illustrated with an item of the new collection facilitating the purchase with a “buy” call to action.
We ran a dedicated campaign between October 4th to the 31rst on social media (Facebook & Instagram) leveraging unique creative assets with a fun and engaging tone of voice. This was key to reach our objectives of promoting the playlist website and sell the LURVIG collection.
We took users through a funnel where a series of videos introduced the innovative playlists, followed by a poll ad in the consideration layer where it engaged our audience by asking what kind of music was most exciting for their pets. Finally, through the launch of a collection ad we were able to drive the sales of the collection both online and offline. Thanks to the offline conversion tracking feature, we were able to track the sales both online and in the physical store. Influencer content and UGC were also promoted as stories in parallel to the IKEA campaign assets.