#HOMEWORKIKEA

Title#HOMEWORKIKEA
BrandIKEA
Category B07. Use of Digital Platforms
Product/ServiceHOME DECORATION
Entrant BAR OGILVY Lisbon, PORTUGAL
Idea Creation BAR OGILVY Lisbon, PORTUGAL
Production JUNGLE CORNER PRODUCTION COMPANY Linda-a-Velha, PORTUGAL
Credits
Name Company Position
Diogo Anahory Bar Ogilvy Portugal Executive Creative Director
Jose Bomtempo Bar Ogilvy Portugal Executive Creative Director
Joao Amaral Bar Ogilvy Portugal Creative Director
Nuno Rica Bar Ogilvy Portugal Creative Director
Sara Fonseca Bar Ogilvy Portugal Digital Production Director
Joao Domingues Bar Ogilvy Portugal Web Designer
Matilde Parreira Bar Ogilvy Portugal Account Director
Nuno Calado Bar Ogilvy Portugal Producer

Why is this work relevant for Media?

Using the lockdown context to provide the target audience with a branded solution to improve their work video calls, this idea generated thousands upon thousands of free ads for IKEA by creating a new media format.

Background

With the lockdown caused by the Covid-19 pandemic, people started working at home from one moment to the next. Working remotely, a significant part of the day is spent in video call meetings, which take place in our living rooms, bedrooms and kitchens. As they are not always as tidy and organized as we wanted, it’s difficult to maintain a professional image. How could IKEA help people adapt to a new way of living and working?

Describe the creative idea / insights (30% of vote)

#HomeWorkIKEA is the campaign that made images of the IKEA 2020 Catalog available for people to download on IKEA’s website and use as background in their Zoom video calls, making every home always work-meeting-ready. A new work tool for a new way of working.

Describe the strategy (20% of vote)

The primary target audience was everybody that started to work from home during the lockdown and used Zoom video calls to have meetings. The secondary target was everyone who started to use Zoom video calls to interact with family and friends. Facebook posts and video content was the media used to make the platform built on IKEA’s website known to the public. But the main media goal achieved with this strategy was to place IKEA ads on meeting rooms around the world. This campaign created of thousands of free media spaces, what means that an IKEA ad was airing for free every time someone used one of our backgrounds in a Zoom call.

Describe the execution (20% of vote)

Due to the nature of the idea, it’s context and goals, the implementation had to be as agile as possible and happen in one shot. Everything happened in a record time, taking two weeks from the idea to kick-off. The platform was launched on the IKEA website, backed by a Facebook campaign aimed at making the platform known to the public, with posts and videos directing people to the page where they could download the IKEA 2020 Catalog backgrounds. The high relevance of the idea made it scale organically, first among the target audiences in Portugal, and after that in coordination with IKEA headquarters in different countries that wanted to launch it as well.

List the results (30% of vote)

The idea was launched in Portgual and subsequently activated in Spain, France, Switzerland and Japan. 7 000+ backgrounds were downloaded, which means 7 000+ free media spaces for IKEA. An IKEA ad then aired every time someone used a background in a meeting.